Media relations has gotten a lot more interesting--and a lot harder--in recent years in part as a result of the impact of the Internet and supporting technologies. readMe is an ongoing series of tips, tricks and advice aimed at helping PR and marketing professionals stay on top of the trends, understand the implications for their day-to-day needs and learn to utilize the new technologies effectively.
Recent Articles
- What to do if You Are Not Getting Pickup
- How to Get Your Boss to Let You Play by the New Rules of PR
- How to Write a Great Press Release
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- The New Rules of PR
PR Tips
- CAPITAL Punishment
- Your Audience Is Listening
- Follow Through
- The KISS Principle
- Worth 1,000 Words
- Ten Commandments For The PR Professional
- Make Headlines
- Five And Dime
- Heads Up
- Be A Keyword Master
- The Missing Link
- Big News Vs. Small News
- Let Your News Sell You
- Take Aim
- Filtered Out
- Beating The Buzzer
- Charted Waters
- Get Recognized
- One Size Fits All
- Long-Term Storage
- Error Proof
- From The Horse's Mouth
- Tech Talk
- Reduce, Reuse and Recycle
- Tip Of The Iceberg
- Writing for Robots
PR Tools
CAPITAL Punishment
Nothing kills a reader’s momentum quicker than a section of text in all caps. Blocks of capital letters are extremely difficult to read, and tend to immediately turn readers off. On average, upper case type is read approximately 13 percent slower than lowercase text. The reason for this is simple: Readers are used to lower case type, and actually view words as pictures, allowing them to put sentences together ahead of the point they’re reading. Using large blocks of capital letters cause readers to focus on individual words rather than taking in a whole sentence. Don’t let your message get lost in capitalized text!
Did You Know: that when you write a release, you shouldn’t use all capital letters in your headline? It’s standard industry practice to write headlines in upper and lower case. Your headline is the first thing your readers see, and its goal is to lead them smoothly into the body of your release. Make sure it’s easy on the eyes!
