Media releases for Australia and Australians
If you want to sell something to
Australians, you need to write like one. That doesn't mean adopting ocker slang
but it does mean avoiding the brash style of Americans and the stilted
'Germenglish' of some so-called global media releases.
Editors faced with stripping hype out of
releases or repairing poorly translated news copy generally cut it right back
to a few lines or delete it altogether. They soon tire of receiving submissions
from repeat offenders and your reputation with editors for delivering high
quality material matters because they are the gatekeepers to free publicity.
Writing for Australians also means
interpreting international developments for locals. Ask yourself what a change
to an IEC standard means for an Australian engineer, for example, or how rising
aluminium prices in