PR types struggling to get their news releases read should take heed to this New York Times report about the magic words that best pique a journalist’s interest.
Strategic word selection can catapult an announcement about a study, a product or a “breakthrough” onto the evening news instead of to its usual destination — the spam folder or circular file.
“P.R. people want to invest time in things that are going to get picked up, so they try to put something to the ‘who cares?’ and ‘so what?’ test,” said Kate Robins, a longtime public relations consultant. “If you say something is first, most, fastest, tallest — that’s likely to get attention. If you can use the words like ‘money,’ ‘fat,’ ‘cancer’ or ‘sex,’ you’re likely to get some ink in the general audience media.”
Good to know.