If you’re unsure that your media release or blog post hits the right notes, try reading the first four or five sentences aloud, as if they’re an item in a radio or television news bulletin.
Do they sound okay? Are there any places in your flow of meaning that the listener would puzzle over?
If so, rewrite your opening paragraphs until the words are a golden, liquid stream of clarity.
Once these initial sentences are sorted out, the remainder of the story should flow along nicely until the end. You’ll have captured the reader, who is likely to stick with you.
Yes, there are a few stylist differences between media stories written for radio or television news and those in the print format – but not enough to negate the value of this exercise.
Write, listen, revise. It’s the mantra of good language.