Professional proofreading tips from Rev’s go-to proofreader, Nick Jones. Also our first ever guest blog… it’s a corker!
Ever since 1906, when public relations expert Ivy Lee wrote the first modern press release after a Pennsylvania Railroad train crash, the press release has been a popular method of communicating information to the public. Today, in the digital age, it is a potent marketing tool, enabling businesses to share their latest news and promote themselves instantly through numerous online channels.
However, as is so often the case in life, with great power comes great responsibility. While business owners should be excited by the prospect of their press release being seen by thousands, the flipside is that any error – whether factual, grammatical, or typographical – is just as likely to be spotted by those readers. Glaring mistakes on that scale can undermine credibility, weaken the message and even damage the company’s reputation.
This is where proofreaders come in. I’ve been lucky enough to be Rev PR’s go-to proofreader for press releases for several years now, and I can tell you that even the best PR writers make mistakes. I can also tell you that, despite being a professional proofreader myself, I still asked a close friend (also a proofreader) to check this article before I submitted it to Rev PR.
I did this because I’ve learned from bitter experience that it’s very difficult to check your own writing, even as a proofreader. You are too close to the text, making it easy to overlook mistakes – your brain automatically fills in gaps and corrects errors without you even realising it.
So, if I, a proofreader, can admit to needing a proofreader for my own writing, it’s fair to assume that everyone who writes press releases should employ a second pair of eyes before hitting send.
OK, now that we’re on the same level and you (hopefully) don’t think I’m being preachy or patronising, let’s cut to the chase! Here are five solid reasons why proofreading press releases is essential:
Sloppy writing can damage credibility
I’ve stated this already, but it’s worth reiterating: when your target audience sees errors in content related to your business, it gives them a bad first impression. And, as anyone who has ever arrived late to an interview will tell you, a bad first impression is hard to recover from. All that hard work that went into writing the press release could end up being for nothing. You can avoid this worst-case scenario by having a proofreader check your content.
Mistakes could mean missed opportunities
We’ve talked about the horrors of your target audience seeing errors in your writing, but what if a bad mistake prevents the press release from even seeing the light of day? If you’re targeting journalists in the hope of getting traction in a newspaper, bear in mind that they receive an overwhelming number of press releases. Your story has a much better chance of being picked up if it’s professional and error-free. If you’re not getting your press releases proofread, who knows how many opportunities you’re missing out on?
Brand inconsistency can lead to mistrust
If different individuals – either within the company or externally – are creating your press releases, there’s a risk of style clashes (UK vs US English, serial commas, capitalisation differences, etc.) and tone mismatches that could confuse your audience. A consistent brand voice is crucial for building trust, and a proofreader ensures that every writer is singing from the same hymn sheet.
You could go viral for the wrong reasons
In the age of social media, a great press release can spread like wildfire – but so can a bad mistake. Publish a particularly embarrassing typo (writing incontinence instead of inconvenience, for example), and it could get screenshotted, shared and laughed at by thousands, turning your PR effort into a PR disaster.
Professional proofreading can help improve your writing
A long-term benefit of using a proofreader to check your press releases is that it will improve your writing. If you pay attention to the changes we make, you’ll see that proofreading goes far beyond just correcting spelling mistakes. By taking on board the adjustments and feedback, you’ll learn how to write more clearly and concisely – both of which are key skills for crafting an effective press release.
Conclusion
To summarise, proofreading shouldn’t be seen as a nice-to-have but as a crucial safeguard that ensures your press release is polished, professional and primed for success. In a world where first impressions matter and mistakes can spread in an instant, using a second pair of eyes is a small investment that can make a huge difference to your business’s reputation and success.
Nick Jones is a proofreader, editor, copywriter, award-winning author and owner of Full Proof. He specialises in proofreading for businesses and feels privileged to be among the first to read the latest news about numerous high-profile franchises, thanks to Rev PR.
We’re incredibly grateful to Nick for his proofreading expertise! Just a reminder, here at Rev, we regularly share articles about hot topics and offer PR advice to help you maximise your PR activities. Follow us on social media to stay updated: LinkedIn, Facebook, or Instagram.