When the question of writing style comes to a head…
There have been a handful of times when clients and the agency have disagreed on writing style. For the record, our style for press releases is very lean and written for the media we are trying to reach.
WMA beliefs regarding release style --
* If you can say what you need to say in 150 words instead of 300, use 150;
* Avoid buzzwords that make the media wince, such as “revolutionary;”
* IF (I repeat, if) you must include “salesy” language, put it in the executive’s quote;
* If writing about something complex, do your best to present it in a way even your mom would understand; and
* Answer the “so what/who cares?” question in the first paragraph. Don’t make people search for why this news is important. (Hint: if it is not really important, consider not doing it.)
So your boss or client is asking you to write and distribute what you know in your gut is not the best material.
My rule on working with clients:
1. Recommend something to them
2. Do your best to persuade them to do what you recommend
3. Present & argue your case again, then let the client make the call.
Clients have the right to make mistakes, despite our best efforts to the contrary. Be practical, don’t lose your job or the client relationship over a disagreement in style.