I’m defined to be an Enneagram type 7, so the act of listening actually presents a bit of a challenge to me, and I find it hard to stay focused.
However, one little gem that did resonate with me was his descriptive phrase “Cut the Fluff”. To add some context in the PR world, and simply put – we would all benefit from making every word count.
Story pitching, press release writing and PR content have a particular writing style and only too often do I meet with clients and are handed read press releases that have been ‘lifted’ from overseas press kits or marketing manuals. It might seem like a great way to save time and money, but if no one reads these vital documents or the message is confused, certainly the end results will invariably, be compromised.
These days, it’s more important than ever to cut through with a clear message, given the over-cluttered content explosion we are bombarded with on a daily basis. Yes, pictures speak volumes but words just seem to stick. It is the words that journalists need, the words relay the message and if the words are irrelevant, the editor either becomes confused or loses interest.
So, it remains true to say, the humble press release continues to reign high in the communication stakes. Seemingly simple, a good press release can open or slam doors. You just need the right words.