Before you start, consider why you are writing copy or a press release… What is it about? What is the purpose?

Who is intended to read it (the target audience)? You may need more than one version of the copy for different niche markets. … with a different tone or style required for each.

Clarity is a vital ingredient for conveying any message. What is your key message? If there are three or more, their impact will be less striking. It may be better to write two specific press releases or articles.

Don’t rush copywriting - deadlines permitting. It can lead to silly errors with any potential positive PR instantly negated.

If creative juices are not flowing, start jotting down individual words that spring to mind. Alternatively, draw a “mind-map” if preferred with lines linking topics and sub-headings to form a rough plan.

Write in concise sentences. Aim for 15 words or fewer – for an easy read. If the reader needs to re-read the sentence to understand it, the message within it is lost.

Correct spelling and good use of English make a positive difference to an article or press release. It’s not a crime to refer to a dictionary – so why not use one to your advantage?

Leave the “finished” text for a time and re-visit it. Use a highlighter pen to mark the most important words and thus expose unimportant text (that may be superfluous). Punchier sentences have more effect.

Proofreading is an essential element of the job. Use a third party if possible when you are writing the copy yourself. A fresh pair of eyes can see better.

Do contact editors and journalists. They are the barrier or facilitators to your submitted copy appearing in print or being published. Knowing their interests, preferred formats and likes and dislikes is valuable intelligence.