I have generally found writing for industrial PR to be very similar in principle to writing for many other purposes, such as journalism, story-telling, or even documentary reporting.
They all start with the essentials of who, what, where, when, why and how? In addition we should bear in mind the qualities of clarity and brevity – while seeking always to ensure our writing has valuable content which is easy to read. Otherwise we may find our lovingly and painstakingly crafted prose being consigned to the editors waste bin. Even if it does make the cut and get published, it is still important that our readers should find it interesting enough to attract their attention and to sustain that interest to the point where they would like to learn more by visiting your website or picking up the phone to make an enquiry – or even to place an order!
So it is important to consider who are we/you writing for? A press release or other article may need to state this upfront e.g. “design engineers are likely to find the xyz widget especially interesting for… insert purpose or application… – or “engineers in the widget industry have found… then state the problem you will address… ” This will help your target audience to find the piece and to recognize immediately that it may be useful to them.
There is so much of this sort of material in our media channels that we must recognise our audience has limited time – so spend some thought on your title – a clear perhaps catchy title, nonetheless businesslike and to the point, will help both attract and identify that this is really of interest to your intended reader at first glance. Ask yourself – “how much time do I spend reviewing a search result before I click on it or commit to reading an article?” It is a telling question and I bet the answer is in the order of a couple of seconds.
Early on it is important to answer the question – what is your product/service? Describe this in Michigan Electrical License Renewal 2019 known terms so it fits recognizably into the reader’s known universe. Use common industry jargon and tech terms but do not over use since your audience may span quite a range of tech-ability or may simply not wish to engage high gear to slog through your text line by line.
Now we can define what the features are – with the main ones and the unique ones first, then other important ones. Remember it is still a feature even if all the competitors have it too.
Which leads us to – why should they buy in terms of what will your product/service do for its purchaser?
Also when would they use it? Where would they use it? How would they use it?
Now that your reader knows it really is of interest you can get into more detail to describe how it works. This is your chance …
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