As I enter my 20th year in this hazy crazy world of public relations, I can probably count on one hand the number of times an editor has commended me for my writing. I first learned to write in the “PR” style from industry legend Julian Lee, a curmudgeonly type who would tear apart a news release and make you re-write it countless times – on a typewriter no less. He taught me that flowery prose gets you demoted to the trash can and that “just the facts, Jack” will provide the most universal appeal. This school of thought followed me throughout my varied career choices. Now, as I see the young PR practitioners graduating from such esteemed schools as Rutgers and Seton Hall with communications, marketing or journalism degrees and aspirations of writing, I channel the writing spirit of Julian Lee. Instead of grabbing for the red pen, I turn on my red revision marks in MS Word and with one stroke (actually keystroke), I can eliminate one verbose sentence and replace it with one word.

Many of the young writers who I have nurtured stare at me in amazement, sometimes with brashness and scorn, and question how I could have massacred their “masterpieces.” Unfortunately for them, I grew up in the PR school of minimalism where a three page press release was tossed in the circular file. Keep in mind, when I first started in this business, I had to hit the phones hard to deliver the essence of a news release in a strong phone pitch. However, with the advent of the Net, e-mail and other countless indirect communications tools, the editor who spots a well-written, relevant release will truly let you know their opinions.

So many of you ask, what constitutes a well-written press release with universal appeal? I was taught the 4 P’s of marketing and like to use the 4 R’s for a release -- riveting, relevance, references, and research. Many editors who are bombarded with the standard fare B.S. can cut right through it. Be creative – not hokey with a headline, subhead or lead. Push the envelope but don’t get stuck to it. Make it relevant to their beat or it will be ignored. Validate your release with customer references that give a sense of reality. Add stats that work and support the release – use credible sources that you have already pre-briefed on your client.

I recently received this note in an e-mail from a reporter: “Also, thanks for sending out an excellent press release that contained everything I needed to know: the relevance to the government market, info on the product’s market differentiators and examples of uses. I wish all press releases were that informative! So often, we have to pull teeth asking what’s unique about the product and why the feds would be interested.”

This commendation reinforces my apprenticeship with Julian Lee. He should be proud.

Stay tuned for my next word to the wise titled, “Be Not Afraid.”