Why The Editing Process Is So Important to Your Press Release Success
A well written press release can gain media attention for your company. If the story is right, and the news captures the attention of a journalist, your company can reach your marketing goals. There’s a process to writing a good press release and many steps to take before submitting for distribution. The editing process is one of the most important, second only to making sure you have a newsworthy story.
What is the Editing Process?
First, let’s define the term “editing.” It’s often confused with proofreading. Proofreading is the process of looking for spelling and grammar mistakes. Editing, on the other hand, does look at spelling and grammar, but it also goes deeper. The editing process makes sure that each sentence is clear and written as well as possible.
It looks at the format and structure of the press release and makes sure that the information flows. A good editor can help identify information gaps and help you make the press release better. So when we’re talking about editing, we’re talking about much more than making sure everything is spelled correctly.
Why is it Important?
Credibility matters. Let’s just focus, for a moment, on the simple spelling and grammar errors that are so easy to make. A misspelled word can harm your credibility. Not only is it distracting for the person reading your press release, it tells them that you didn’t care enough about your reputation to have your release well edited. Now, if you take it a step further and talk about a full scale edit of your release, you know that you’re putting your best out in front of media reps.
Telling Your Story
A well edited press release helps you clearly communicate and tell your story. It gives you a fighting chance at getting the media attention you desire for your release. When you put so much time and energy into writing a press release, why not make sure that you’re telling your story and sharing your information in the most effective way possible?
What is the Process?
Different editors go through the process differently. Generally speaking, the editing process requires several run throughs. You might look at structure and clarity first, and then once the sentences and paragraphs have been cleaned up you might look at spelling and grammar. Every press release needs to go through one final review before it is sent for distribution or pitched to a media representative.
Don’t ignore the editing process. If you’re not a good editor, and many writers are not, then find someone to help you. Look for someone in your company or hire an outside service. Your press release efforts and reputation are too important to ignore this step.