BEST PRACTICE: Perfect PR prose
With everyone from the Archbishop of Canterbury to siblings of Big Brother contestants now hiring PR support, the public relations industry has grown rapidly in the last few years. But with an ever-increasing number of untrained people coming into the industry, writing standards have not kept up with this evolution. Badly spelt, misinformed and entirely nonsensical press releases darken the media's doors on a daily basis and most journalists throw most press releases straight in the bin.
Here are my 10 top tips for how to get it right:
1. Get to the point