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The link, below, leads to an excellent article by a PR professional and is written for PR professionals who want to live up to the “professional” part.
This is by Andrew Hindes, president of The In-House Writer, a Los Angeles-based PR and marketing copywriting firm. I sincerely can’t wait to get a news release from him.
The following seven points were extracted from a well-written, 848-word article that deserves concentrated attention.
I would add three more:
IF WE CAPITALIZE EVERYTHING THEN THINGS GET ALL UNIFORM, RECTANGULAR AND JUST LOOKS LIKE A BUNCH OF SEMANTIC BOXCARS STRUNG TOGETHER IN A LONG STRING THAT WOULD KEEP TRAFFIC STALLED AT THE CROSSING GATE FOR HOURS JUST LIKE IT WOULD BORE READERS INTO CLICKING SOMEWHERE ELSE.
Plus, because caps are bigger, they occupy more horizontal space that could be used to convey actual information.
PLUS, BECAUSE CAPS ARE BIGGER, THEY OCCUPY MORE HORIZONTAL SPACE THAT COULD BE USED TO CONVEY ACTUAL INFORMATION
Think about pitching by email and what the subject line will look like. Too many caps and the subject gets truncated.
Please remember, I am not just hammering on this because I am a grumpy editor and hard-ass former journalism prof.
While those are true, I have been on your side having served as a managing director for Manning Selvage & Lee, as a VP & Account Supervisor of a major Los Angeles-based tech PR firm and the owner of my own Silicon Valley PR and marketing company.
Never forget: the best PR is good journalism.