Cut Through the Clutter in PR

Increase coverage, sharing and more with tight, bright releases

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Communication Strategy, Techniques & Tactics, Writing

Regardless of what you’re writing, Cutting Through the Clutter can help you keep readers from running screaming from your message.

But when it comes to PR pieces, the stakes are even higher.

If your release is too long, for instance, Google News may reject it. If your lead is too long, journalists may stop reading. If you pack your release with too much hyperbole, you’ll reduce coverage, dilute SEO efforts and kill your chances at going viral.

In this session, you’ll learn how to write tight, bright PR pieces that increase readership, coverage, sharing and more.

Specifically, you’ll learn how to:

  • Target the right length to reach the 70% of journalists who spend less than one minute reading releases. (The median release on PRNewswire is three times this recommended length.)
  • Avoid a common PR practice that journalists say “gets in the way” of their doing their jobs, according to one survey.
  • Remove from your lead one but-that’s-the-way-we’ve-always-done-it element that’s obscuring the meaning of your story.
  • Stop relying on the most overused PR buzzwords: Journalists and bloggers — not to mention readers — will love you for it.
  • Write a lead that excites journalists before their internal alarm clock goes off and they move on to the next release.


Ann Wylie, president, Wylie Communications

Photo of Ann Wylie

Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a half-day course. Learn more about Accreditation maintenance.