A FINAL WORD OF WARNING

By this time you might be thinking that writing press releases to standard shapes sounds dead boring, and as neither you nor your products/services are boring, let’s smash the mould and write really exciting releases which are so fizzy and different that editors will leap to their feet, cheering wildly, and use every wonderful word of them...

If such thoughts are taking shape in your mind, we beg of you – forget the whole idea, right now.

‘Fizzy’ releases have been tried countless times before, and almost invariably with disastrous results. The fact is that editors are, by and large, fairly unexcitable characters who really do like press releases written in these time-honoured formats, because it actually helps them to do their jobs more quickly and easily. So take our advice and don’t try to reinvent the wheel – the old, boring round one is still working just fine.