YNOT EUROPE – It’s generally best to focus on the positive when dealing with the public as a representative of your business. Pretending the negative doesn’t exist can backfire, though — which is why we’ve taken a few moments to compile a short list of things most people and companies should avoid when dealing with the media.

Previously, we’ve looked at press release basics and “the ‘do’ list” for PR creation and dissemination. Now let’s take a quick look at a few things you’re better off not doing. A strong press release that is clear and free of mistakes and irritants stands a much better chance of attracting the attention you seek than a slapdash effort nobody wants to muddle through.

Don’t address the reader as “you.” While it may seem that speaking directly to readers could create a friendly, “chatty” impression, informality is not always the best approach in business communications — and press releases are business communications. Customers and potential customers are more likely to take your company seriously if it presents a professional image.

Don’t use “I” and “we” to refer to yourself and your company. In addition to sounding unprofessional, first-person pronouns usually signal to media professionals and consumers alike that what they’re about to read is an ad masquerading as a press release. The audience will disappear at the first “I” or “we,” guaranteed.

Don’t make demands. Let us be blunt here: Demands, or even very strong suggestions, have no place in press releases. At best, they’re laughable; at worst, they’re offensive. Save phrases like “visit site XYZ.com now!” and “Don’t be left out of this fabulous offer!” for advertisements and personal emails.

Don’t use exclamation points or hyperbole. Hyperbole usually takes the form of superlative product claims presented as fact. Anytime you can’t back up a claim with data, don’t include it in a press release. Unless you can point to an independent survey or study or server statistics or something else verifiable, leave out claims like “more surfers get off to our content than anyone else’s” and “we have the most beautiful girls on the web.” The media will strip the claims anyway, and consumers will discount the rest of your message as unreliable.

Don’t use capital letters to create emphasis. In the Digital Age, capital letters imply shouting. If you must emphasize portions of the text in a PR, use bold or italic type instead. And don’t get carried away with emphasis. Emphasizing too many things means nothing seems emphasized. Even worse, emphasizing things that really don’t need to be emphasized creates the same impression as overuse of exclamation points and hyperbole: Readers write off the message as unreliable or advertising.

Don’t include excessive links. Embed or mention each URL only once, not at every opportunity. And don’t try to include every imaginable link in a single press release. Too many links can make your press release seem “spammy.” In the adult realm, affiliate programs are notorious for attempting to include a link to every site they own in every press release. Here’s a little-understood fact: Most writers and editors have neither the time nor the inclination to code in all those links before they post a story to a web news outlet, and the links won’t show up in print publications anyway. Do yourself and your readers a favor and incorporate only the most relevant links once per release.

Don’t use clichés. Phrases like “take it to the next level” are meaningless. What the heck is “the next level?” Except in rare instances, clichés indicate a lack of creativity, which in a consumer’s mind can translate into “this company is boring.” Focus your press releases on areas in which you excel without yielding to the temptation to descend into trite language. At the end of the day, readers want to deal with companies and individuals who think outside the box. Your company will only dominate its space by not being on the same page with every other marketing person who’s trying to level the playing field.

Don’t expect to see your press releases published right away. Any number of things can delay the dissemination of news. If your press release hasn’t generated any interest within a few days, it may be your news wasn’t as interesting as you thought — or it could be the release got lost somewhere in cyberspace. By all means, follow up with several of your media contacts to see if they received the PR and to inquire whether you can give them more information. But…

Don’t harangue the press for failing to print your news. The best way to ensure your company never sees its name in print — at least in a positive way — is to berate writers and editors for not helping you promote your business. In all honesty, that’s your job, not theirs. Make a reporter’s or editor’s life easier or more pleasant, and you’ll develop a good working relationship that will create more opportunities for your message in the future.