
Twice a year I help one of the trade magazines I freelance for gear up for the NAMM Show, which means I spend a few hours a day for about a month editing PR Speak out of press releases for the latest guitars, drums and gadgets hitting the market from the biggest instrument manufacturers in the industry.
That means twice a year I’m reminded why most journalists condescendingly call publicists and press release writers J-School Dropouts behind their backs.
Here are a few examples of adjectives that appear in just about every release I’ve edited in the past week that all PR representatives should strike from their vocabularies when describing their company’s products:
Just the facts, please.
See, too this excerpt on writing press releases that insists they should be written in "news style" and "avoid the first person.
This is passage from NYT story:
Marcus Lattimore, a running back who made an unofficial visit to Tennessee but said he would not enroll there, said multiple Tennessee hostesses attended a game at James F. Byrnes High School in Duncan, S.C., in September. He said they brought signs, including one that read, “Come to Tennessee.”
“I haven’t seen no other schools do that,” he said. “It’s crazy.”
This is passage from St. Pete Times story:
Lattimore said he was not interested in committing. But two teammates, defensive ends Brandon Willis and Corey Miller, have done so orally. Lattimore called the hostesses pretty and real cool."I haven't seen any other schools do that," Lattimore said. "It's crazy."
Time Spent
Some reporters and editors have a problem with this construction and try to rewrite in various contortions, but it is pretty standard the way it is here.
Nazir was sentenced to the time he has spent in jail. OR Nazir was sentenced to time spent. See examples: