Please Release Me!

October 2004 Edition

Here, in no particular order, are the things that would make my job as a recipient and user of press releases much happier and less stressful.

1. We KNOW what year it is: I think that, unless you are talking about something way in the past or way in the future, the use of “2004” is redundant and a tiny though significant waste of ink, paper, and time.

2. We KNOW what state it is: Unless you really are sending a release to multiple states, the same tip goes for the word “Oregon.” (And if you ARE sending to more than one state, maybe consider doing different versions for the ones closer to home, so it doesn’t sound like it was written in Los Angeles rather than Bend or Portland?)

3. ONE space at the end of sentences: In typing school, apparently, many folks learned to put two spaces. But we’ve come a long way since then, with proportional fonts, etc., and it just seems … gappy and wasteful. One will do.

4. Just say SAID: The person you’re referring to doesn’t need to have “stated” or “continued” or “reported” (okay, occasionally “announced,” once at the start of the release, or “estimated” when that truly fits). Said is a nice, short, direct, perfectly acceptable word that doesn’t need to be substituted. (And I said so!;-)

5. Day of week is helpful: For all of us with harried lives (who doesn’t have those?) event items really do need to have the day of the week right next to the first mention of the date. Remember - we know what year it is (even a Dec. 28 release about an event on Jan. 5 is perfectly clear about what year is being discussed) - but putting the day of week is a very helpful touch that your readers will appreciate.

6. Avoid “one-huge-paragraph-itis”: Some folks seem to want to conserve space, or something; in any event, they take 3-4-5 sentences and put them all in one long paragraph that can make it darn hard to read. If you’re not sure where to break sentences into paragraphs, wing it.

7. Cap a title ONLY just before name: Even President Bush should be referred to after first reference as “the president,” not “the President” (except on the White House site). Same with the governor, city councilor and vice president of Western nose-hair clippers. (Yes, you still cap proper nouns). Inter-office and Intranet stuff will violate this basic grammar rule ad nauseam. But please, conform in public pronouncements.

8. Spell out numbers under 10: But just use numbers at 10 and above, except of course we’re talking moolah: $5 million etc. One should spell out numbers at the start of a sentence, but it’s usually best to just rework the sentence instead.

9. Acronym Craziness Spreads Fast (ACSF): Did I miss the memo where all governments recently decided to start placing the odd acronyms for Dept. of Human Civility and Frankness (DHCF) after their names at first reference, so one can acronyminize(?) at will the rest of the release? It’s spreading like noxious weeds to the private sector as well. PSIBIFAFC (Please Stop It Before I File A Formal Complaint.) Just refer to it later as “the department” or “Human Civility” or what have you. Let’s not all go military and get all acrimonious.

10. Become a Bill Walsh fan: If you want to get a big chunk of knowledge about grammar and format of the kind I’m referring to, visit the Website  for Washington Post copy chief Bill Walsh, who has written two fun, witty lil’ volumes on the ins and outs of basic grammar and style in the 21st Century: “Lapsing Into a Comma” (heh) and his new one, “The Elephants of Style” (writers familiar with Strunk and White will get the play on words for that one). While I can barely scratch the surface, Mr. Walsh is a master at imparting valuable style notes with wit and levity.