Creating a Buzz: The Balance of Form and Function

Writing by Brick Marketing on Thursday, 21 of February , 2008 at 12:42 pm

When you’re looking to create a buzz with your press release, there are going to be a number of things that you’re willing to try. Maybe you will look at writing your press release in a more casual tone with hopes that, when it’s found be readers outside of the media they’ll help to spread the word. Maybe you’ll try to connect with readers.

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Just be careful: that could make it even harder to create a buzz with your press releases because it may be more difficult to get them published at all:

(source)The bottom line: the immediacy and intimacy of online writing, particularly by bloggers, has led to a much more casual and much less impersonal style in mainstream media. Both corporations and MSM have had to adopt a less formal, more human, style of communicating, without hiding behind the third-party veil.

We want to know with whom we are speaking; we want what they say to sound like it came out of a human being’s mouth and not a lawyer’s pen; and we want to be able to talk back. That’s accountability, transparency, and life today.

Yes, business these days - especially for those who conduct the majority of their business online and rely on forum posting, blogs and other web content for communicating with both business and individual clients - is far more personal than it once was. And it’s also true that we are not just writing press releases for the media anymore.

However, the key to getting the word out and creating a buzz is to get the word out: when you’re writing press releases, don’t forget the importance of format. When you create a press release in the right format, you’ll be able to create a buzz far more effectively - simply by complying with form and function.

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