Lorraine Forrest-Turner

PR

Use quotes wisely

How to stop writing bland quotes in press releases

26 Jan / by: Lorraine Forrest-Turner / 0 comments /

If you find yourself writing the words “We’re delighted/proud/passionate” in quotes, delete them. Journalists don’t give two hoots about how pleased you or your clients are. All they want to know is what you’re doing to please or support their readers. We are not delighted “We’re delighted…” is the most commonly used quote in press

How to stop using words journalists hate in your press releases

16 Mar / by: Lorraine Forrest-Turner / 0 comments /

If you refer to your latest product launch as ‘pioneering’, ‘ground-breaking’, ‘innovative’ or ‘state-of-the-art’, you not only irritate journalists you also reduce your chances of getting decent coverage. How then do you swap the fluff for the facts? Journalists are busy people. They receive hundreds of unsolicited press releases and sell-ins every day. They don’t

Is our obsession with labels a dangerous habit?

13 Nov / by: Lorraine Forrest-Turner / 0 comments /

Should we really be using the same terminology to describe a man locked up without trial for 13 years and an actor playing a fictitious spy? A few weeks ago, the mass media reported that Shaker Aamer, the last British resident to be released from Guantanamo Bay, was suffering from Post-traumatic Stress Disorder (PTSD). Today,

How to write an effective press release

23 Oct / by: Lorraine Forrest-Turner / 0 comments /

In the age of digital marketing, social media and short attention spans, it’s tempting to think that the press release has had its day. Not so. Whether organisations send them to the media, stick them on their website or simply use them to ensure a consistent message across the business, the well-written press release is

Why writing press releases remains a crucial skill for PR professionals

31 Jul / by: Lorraine Forrest-Turner / 0 comments / tags : ,,,

In the age of digital marketing, social media and short attention spans, it’s tempting to think press releases have had their day. But whether you send them to hundreds of journalists, stick them on your website or simply use them to ensure a consistent message, being able to write a good press release is still

7 great ways to start an article

26 Aug / by: Lorraine Forrest-Turner / 1 comments /

We’ve all been there. We need to write that important 500 word article before the end of the day. We have reams of notes, pages of technical info and stacks of truly amazing benefits. If only we could get the blasted thing started! For most writers, getting beyond the blank screen (or constantly deleting the

How to stop writing clichés and start writing truths

13 Aug / by: Lorraine Forrest-Turner / 0 comments /

At the end of the day, what’s wrong with clichés? Why do critics squirm when they read about companies going from strength to strength? Why do editors put red pens through state of the art showrooms? And, more to the point, how do we avoid writing them? Clichés are victims of their own success. The

5 copywriting tips for PR professionals

06 Jul / by: Lorraine Forrest-Turner / 0 comments /

Google ‘copywriting tips’ and you’ll find hundreds of great blog posts and websites full of practical advice on ‘killer headlines’, ‘irresistible calls to action’ and ‘the 10 best ads of all time’. Which is great if you’re writing ad copy. Not so good when you’re a PR professional tasked with writing about the latest policy

    Lorraine is a trainer for the PRCA
    Lorraine is a trainer for the PRCA
    Lorraine is a member of the Professional Copywriters' Network
    Lorraine is a trainer for Big Fish Training