Magic words to give your news releases punch

The New York Times explains the art of choosing key words that will help your news release get picked up by the news media, and search engines. Favorites include terms like ‘green,’ ‘fat,’ and ’secret.’ On the other hand, business jargon such as ‘turnkey’ and ‘mission critical’ are likely to trigger journalists’ BS detectors and have the opposite effect.

Of course, it’s not just the words. There’s actually got to be news value in the release to get the news media to pay attention. Understanding what that is, and how to express it clearly and succinctly in a news release, is a big part of what the art of good news releases is all about.

Link.