. . . why are they all questions?

What is that? Where is it? When was it? Why was it there? What was the point? Who did it? Is it still there? Is that an inflatable? What gas was used to inflate it? Who chose the colours? Where did it come from? Will it be there again? Is that a mountain or a hill? Is it inland or on the coast? What are those brown patches on the hill/mountain?

That’s already 15 questions in just 72 words, so just think how many questions you could ask in a thousand words.

So does that mean words are more effective for communicating than pictures?

Of course not: both are useful in different ways. A picture or photograph can grab attention specifically because people want to find out more about a stunning image. For example, the BBC England website news page often has an ‘England’s Big Picture’ feature showing a partial image to tease viewers into opening it up to see if it is what they think it is. Stunning photography or images that tease can be useful in PR and marketing to attract people to read accompanying text.

In the same way, intriguing headlines can grab readers’ attention so that they read an accompanying article or text. News papers and websites make imaginative use of words in this way and, within reason, press releases and articles can do the same, as long as they do not mislead.

So what are more effective: words or pictures?

Neither. When applied with skill, one will not be more effective but will complement the other. If anything, a great photo will be let down by lousy writing, while a well-written article can be buried by poor illustration or layout.

When they work well together, the reader won’t take any notice of the composition of a photograph or style of writing but be totally engrossed in the message they convey.

That’s certainly our aim.

z2zine next: Borrowed thoughts in borrowed words

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When something happens in a business, a press release is often used to tell the world about it.

Fine.

Does the world listen?

Not everyone: perhaps 10, 100, 1,000 or a million, depending on how interesting the news is, how well the story is told and what else is happening that is newsworthy.

So what’s the point of a press release?

To tell an interesting story that people will want to hear.

Is that all?

To be of any use it should link back to you so that people make a note of your name and awareness of your business grows. Depending on the strength of the story, the press release could attract actual business through visits to a web site or real shop, telephone or mail orders, attendance at events or other responses.

But it’s too much to rely on a single press release to drive continuing sales. It’s a good idea to plan a whole public relations programme over a period of time, based on a number of press releases, articles, events and other activities and tied in to the rest of your marketing communications. Identifying an objective (eg getting a new product name known by your customers) and planning your press release can make the difference between it reaching hundreds or thousands of people or just reaching a couple of journalists on its way to the bin. And so can the way you tell your story: bare facts are likely to be as exciting as reading a tax return, while a real story, such as how you turned a near disaster into a success, can capture your target audience’s imagination.

Like everything else we do in business, we’re more likely to get the best out of a press release if we understand what we want from it and how it can achieve this for us.

After Friday’s blog, have you thought about your writing or blogging style and how you appear to others?

z2zine tomorrow: Does anyone know what you do?

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