Just the Facts Ma'am: Writing a Powerful News Release

by Paul Grua

Just the Facts Ma’am:

Writing a Powerful News Releases

“Just the facts ma’am.” That simple catchphrase from Joe Friday from the 1950’s TV series Dragnet could also be used as the theme for writing news and press releases. Keep it to the facts and don’t worry about other details that aren’t as important.

Press releases have been used by companies, organizations and nearly every type of group for years as a way to get the word out about things they are accomplishing or exciting news happening to them. Press releases aren’t just for newspapers or other media outlets, they are also used as methods of publicity by marketing and public relations people from all walks of life.

The Five W’s and the H

One of the overlying keys to good news releases is answering the six questions known as the five W’s and the H. Answering the questions of who, what, when, why, where, and how will pretty much give you a great news release. If you can answer all six of those questions in your release, the news editor won’t need to follow up too much or have lingering questions about what is going on. Relate the news release to those questions and try to think of those questions when writing the release. Who is the story about? What is happening? When is the event taking place? Where will the event take place? Why is this important to the reader or public? How can one get more information?

Those are just some of the questions that could be considered when writing the news release and will help to stick with just the facts.

Newspaper editors, as well as TV producers, are slammed an inundated with different news or press releases on a daily basis. Quickly answering those questions will gain their attention and increase the likelihood of your event becoming a news story. Most of them will be cutting down what is sent to them anyway so there is no need to include information that is not pertinent to the story itself. Plus, having only information that is necessary and is easily accessible will increase the chances of your release being used by the media.

Often times you will find that the media is looking for stories and will consider nearly anything that is sent to them as a possible story idea. Thus, a well-written news release can really go a long way to promoting your event or company with the media, especially in today’s changing world of media.

A new kind of media

The traditional media has seen such a great change in recent years and the way the public gets information has seen a complete overhaul. Since the arrival of the Internet and now in the world of digital and social media, traditional news organizations have been through a complete cycle of change. Newspapers across the country are shutting down or drastically changing how they do business. There is an increase in online publications and the 6:00 p.m. TV news or the tomorrow morning’s newspaper is not the source of information for much of society, particularly the younger generation. In the past year or so, many people, including myself sometimes, have found out breaking news from Twitter or other forms of new media that can give us instant access to a world of information.

This has had an impact in the way news releases are seen and used from both the media and from the writer.

News travels fast

In my profession as a media relations director for Weber State University Athletics, I have the opportunity to write press or news releases on a regular basis. I have found that keeping to the simple facts is really what most of the media is going to use. When I have the opportunity to send out a release on something that I think is newsworthy, immediately after I send it to the media, I will do an internet search to see how quickly it is picked up by media outlets. Sometimes I am amazed that within just minutes it is posted by media outlets. I usually do a news search of “Weber State” or something and enjoy watching and seeing as the news release is picked up by various outlets. There are times when I am surprised at what is picked up and what is not. Sometimes something that I think is important and newsworthy is not as mentioned by media outlets, while other releases become picked up by several outlets.

I am also surprised that some releases are picked up by outlets that I would not expect. Being in Utah with Weber State Athletics, the majority of our news articles come from newspapers and television station websites in Ogden and Salt Lake City. However, when I send out most of my releases they go to the Associated Press and also to my fellow media relations directors throughout the Big Sky Conference. From there things can just expand and can get picked up from any source. In recent months I have sent out news releases and have been surprised that some of the top media outlets that cover the story are in Montana, while some of the Salt Lake media may not even mention it. In this world where everything is available to everyone, you never know who will read or pick up your news release.

Social media

As I mentioned earlier another of the impacts on news release and distribution is social media. When we do a story we send it to the local news outlets as well as those affiliated with us around the conference. We also post it to our official website and then post it to our Facebook page and our Twitter feed. I have found the social media to be a common source where people will find our stories and re-post them or include them in their news stories. Social media is becoming a great source to get more of your press releases to a wider audience.

Be Timely

An important aspect of writing press releases is timeliness. Sometimes when you send your bit of news out will make as big of a difference as to how well it is distributed by the media as what your news is. Obviously if you work your news release is considered “breaking news” then it will be picked up because news is news. However, if your information isn’t quite as news worthy it is very important to plan ahead about when you want to send your release to the media. For example, it isn’t wise to send something out the day of a presidential election or something major that you know is coming up. If you do so, your story will most likely get buried. I experience this in the sports world as well. If I have something that doesn’t have to be out on a certain day, I will pick when I feel is best to send it out in order to get the most coverage. Don’t send a news release out on the day of the Super Bowl if you want to get a good response.

Obviously there are times when you need to get your release out and it really can’t wait but it is best to try to find a “slow news day” in order to maximize your coverage. In addition, if you have a few releases that can go out during the week, try to stagger them so you can get covered on multiple days, instead of a lot on one day. Maximize your coverage to get your name out there as much as you can.

Another point to consider about timeliness is the time of day you are sending out your release. Most of the time, try to do it during normal business hours. This will help get your story on television and in the newspaper and websites, plus there are more people working that can help you maximize your coverage. If you send something out late in the evening or a weekend, it can easily be missed by the media and may not be covered like you would want.

Remember timeliness is important and a little planning ahead and knowing what is coming up in your community can make a big difference in the coverage of your news release.

Sections of a News Release

I have also found that sometimes media outlets will use my press release word for word without changing anything. That is great, since that is the information we want distributed. However, it underlines the importance of having a well-written and organized press release that media outlets will just repost as something they did. Plus, if it is well-written, it increases the chances of your release getting published or printed quicker because there won’t be a need for an editor to make lots of changes. If a release is well-written it will get out to the public fast and can get picked up by many sources.

Headline

So what do you put in your news release? We will get to some tips later but it is important to get off to a great start. A good headline makes a big difference in your news release. Make it a compelling headline. Usually the headline is the first thing that is seen by the media or reader and if it isn’t compelling or doesn’t catch any interest, it is extremely likely there won’t be much more read. If the headline isn’t very good, it probably will be the only part of the news release that is read. Don’t inundate the media with something that isn’t important to them but make sure you catch their eye with a good headline. Plus, in this world of technology, when a release is sent by email, the headline is the only thing seen by the reporter, and if they don’t consider it news worthy or important, it will often be deleted without ever being opened.

So what makes a good headline? State your most exciting news, finding or announcement in as few words as possible. Emulate the headlines you see in the newspaper every day. (publicityinsider.com) Make sure you headline stands out so the reporter, or public, will want to know more.

The Press Release Lead

After someone has read your headline and wants to read more, the first paragraph or two needs to really catch his or her attention. This goes back to the point about just the facts. Your introduction paragraph or paragraphs should be able to tell nearly everything that is really important about the story or event. A reader should have enough information after the first paragraph to at least know most of what is going on or what the news story is about. There is no room for other things, it just needs to be the facts and answer the who, what, when, where, why and how questions that you want answered in your release.

The Remainder of the Release

The remainder of your press release should backup what was mentioned in the headline and the lead. In this section it is good to have a quote from the leader of your organization or from someone else of importance that can add relevance to your story. Quotes can go along with in helping give validity to your story but make sure they are relevant quotes and are from a good source. Make sure your quotes don’t say the exact same thing you stated in a paragraph, or vice versa. Make them complimentary but not exactly the same.

Use enough supporting material to make your case, and to demonstrate that, whatever angle you’re promoting, it wasn’t something you slapped together carelessly. (Publicityinsider.com)

Remember of course to make this section well-written and to make it concise. This is where you would elaborate on your lead but you still need to only include pertinent information and stick to the facts.

Ten tips for Writing a Powerful News Release

Now that we have talked about what should be included in a news release, how they are distributed and read and what the sections of a good release are, it’s time to get to writing. Here then are 10 tips for writing powerful news releases that will increase your chances of getting used by the media.

1. What is the story?

Why are you sending out this press release and is it something that the media and/or public would be interested in? It is also important to think what the story is you want to tell. Don’t try to tell too much. Tell the story that needs to be told.

2. Stick to the facts

Remember the five w’s and the h that we spoke about earlier. Who, what, when, why, where, and how. If you remember those things and stick to the facts, your release will be more powerful. Stick to the facts and don’t inundate your release with information that is not pertinent.

3. Write for a journalist’s perspective

Try to few what you write from the perspective of the media. If you were a journalist, why would you be interested in this release? Try to write your release with that in mind. It will help you gain credibility with the media, which will also increase your chances of good coverage.

4. Shorter is better

A good release does not need to be a novel. As a general rule, shorter is better. If you can tell it in two pages great. If you can do it in one, even better. While there are exceptions, for the most part shorter is better. Most journalists are looking for short pieces of information and a short, to-the-point press release will go a long way with them.

5. Write a good headline

As we discussed earlier, a good headline can make a big difference as well and can assist in making a powerful news release. Make the headline standout with the facts but don’t make it too long either.

6. Have a compelling and interesting lead with facts

Again, stick to the facts in your lead. Most of the key information needs to be in the first couple of sentences or paragraphs. People should be able to tell what is happening and the facts just by reading a few sentences. Then you can expound on that with more information.

7. Make it well-written

It is very important to use proper grammar and punctuation and keep any spelling for other editorial mistakes to a minimum. This will not only increase the turnaround time of your release, it will also gain credibility with the media, as they will not have to spend time editing your copy. That goes along way. For the most part, use everyday language and avoid overusing technical jargon and acronyms. As a general rule it is best to follow the Associated Press Style Guide, as that is what is used most with the media. Use professional journalist language. Never use “I” or “we” unless it is in a quote.

8. Provide contact information and other resources

Somewhere on your release, most likely as a header or footer, include as much contact information as possible. This helps the media and public if they want to get further information or follow up. Contact information should include the company’s official name, the person or persons in the media or public relations office that sent out the release, a phone number, email address, address, and other key contact information. Including a mobile phone number is usually considered optional but is probably a wise idea to help increase the chances of getting reached. It is also very important to include the website of the company where more information can be found easily. You can also include social media sites like Facebook or Twitter.

9. Time your release for best results

As we discussed earlier, plan ahead and decide when you think your release will get the most coverage. Sometimes it is a guessing game, but a little planning will go a long way. Try to send your release at an appropriate time and pick a day you feel you can maximize coverage. If it is time sensitive, obviously it needs to get out soon but a little planning can pay off.

10. Look at other releases as examples

In the business of media and public relations there really aren’t too many unique ideas. Spend a little time and read what others in your similar profession are sending out and how they write their press releases. Look at several and take bits and pieces that you like from each and you will have a great release. Don’t be afraid to look at other examples for help and ideas. Also read the newspaper and look at other media outlets and watch how the media reports stories. This can help you gain some ideas for your release.

Tips from a professional writer

A well-written press release can build credibility with the media which will, in turn, maximize the coverage of your release. That is the message from John Kowaleski, Media Relations Director for Weber State University, who sends our various press releases to the media on a regular basis.

Kowaleski also has a different perspective. He has seen things from the media’s perspective during his days working as a reporter for the Standard-Examiner newspaper in Ogden, Utah.

“In the long run you are trying to build a relationship with reporters and editors,” Kowaleski said. “It’s important that when they see your name and press release they will recognize it as something important and view you as a good source. If you develop a tract record of sending out good quality news releases, I think your releases are better received.”

Kowaleski suggests taking the point-of-view of a reporter when writing your press release. Ask yourself what they are looking for and try to write it in that way. That will increase your credibility and help get your story out.

He also says you need to be strategic in what, how and when you send out your press releases, which will also play an impact in your coverage and your relationship with the media.

“Try to look at it from a reporter’s side and decide if you are telling them something that is going to make them take note and do a story versus or will they think it is a waste of my time,” he said. “You have to be strategic in what you promote, what time of day you send it out, and who you target to receive that press release.”

According to Kowaleski, press releases should be sent out when the information is warranted and taking caution about what and when you send something will make a difference in your credibility.

“I think fundamentally you write a press release when you really have news,” he stated. “A lot of times you will see a press release coming into a news room and it is being send for the wrong reasons. They are doing it to please someone in house or because their boss wants it or someone’s ego is involved. From a fundamental standpoint you write a press release when you have news and have something that’s going to be considered news by external or mass media definitions.”

When Kowaleski writes a press release, he wants it to be compelling and capture the readers’ attention. One of the ways he does that is through a compelling lead to his release. Depending on the story that is being told, he tries to make the reader ask, “What did I just read?” That is done with a captivating lead to your release that will draw them in and want them to read more.

“The only way your writing will be successful is if it keeps your reader engaged and keeps them wanting to find out more,” he said. “The underlying thing I want is to build credibility and be seen as a reliable source. I want my releases to be clean, to be factually accurate; I want them to be compelling. But above all else I want them to follow the basic rules of good journalism and answer those key questions right up front.”

Kowaleski also feels that a big part in building credibility with the news media is having a well-written news release with few or no errors. This will really please the news media and help get your release seen in multiple formats.

“One of the things I saw in the newsroom a lot was press releases that were lacking pertinent information,” he added. “You only have a short amount of time to hold their attention. It may only be a couple of seconds. What editors are looking for is an excuse to put your press release down and pick up the next one that is going to be more compelling. I want to avoid giving them a reason to put my press release down or to ignore my press release.

“Your credibility as a source to the mass media depends on how you present yourself in the nature of your copy. Do you follow A.P. style? Are you writing in complete sentences? Any grammatical or spelling errors are few. Without those, the risk you have is that your credibility suffers. In turn they start to wonder how reliable your reporting is.”

Again, coming from the perspective of the media, Kowaleski suggests making this as simple as possible for them to take your release and put it back out into the public’s hands.

“The simpler you make it for them, the more you write the way they report, the easier it is for them to take your information and regurgitate it back into their publication,” he said. “If you can get something that is written up to their standards, you can get your story told almost verbatim the way you want it presented.”

Conclusion

A press release can be a great tool for all types of organizations to get their news out in the public. They can be great assets to market and promote your company. No one press release is the same. But in following the tips discussed, the media and the public will take notice and your press release will get the coverage you want and even more.

References

Daily SEO, (n.d.). 7 Essential Press Release Tips. Retrieved from http://dailyseotip.com/7-essential-press-release-tips/943/

Free Press Release, (n.d.). Top 10 Tips on How to Write a Successful Press Release. Retrieved from http://www.free-press-release.com/how-to-press-release/top-10-tips-to-write-a-successful-press-release.html

Press Release Writing, (n.d.). 10 Essential Tips for Writing Press Releases. Retrieved from http://www.press-release-writing.com/10-essential-tips-for-writing-press-releases/

Stoller, B, (n.d.). How to Write a Great Press Release: A Sample Press Release Template. Retrieved from http://www.publicityinsider.com/release.asp

Wiki How, (n.d.). How to Write a Press Release. Retrieved June 20, 2011 from http://www.wikihow.com/Write-a-Press-Release

Xpress News Service, (n.d.). Tips on Writing a News Release. Retrieved from http://adaanniversary.org/2009/ap09_tips_writingnewsrelease/ap09_tips_writingnewsrelease_09_natl.html

Writing Effective Job Descriptions

By Scott Teichert

Every American job is under scrutiny in today’s economy. As businesses and organizations face the harsh realities of deflated budgets, increased expectations and economic complexities beyond their control, the importance of aligning human capital with organizational need is critical. Arguably, there is no better tool in articulating the alignment of specific employee positions with organizational need than a well-written job description.

Successful Hiring Relies on Job Descriptions

Specialization has created a business environment in which organizations have increasingly specific labor needs that need to be matched with potential employees who have unique, matching skill sets. Pairing organizational need with qualified candidates is dependent on successful hiring experiences where mutual expectations are explored and understood.  The job description is the best tool in helping both the employer and the potential employee identify mutual expectations and determine the “fit” of a relationship.

Lahle Wolfe, author of “Human Resources: The Importance of Having Job Descriptions,” expressed the concept this way: “An effective job description details the primary functions of the job, how the tasks will be carried out, and the necessary skills needed to perform the job.  It should anticipate employee growth and potential problems with misunderstanding. That is, a job description is not just an analysis of the position; it should also address potential questions about the position in the future.”

           

Because a good job description addresses potential questions, it can remove ambiguity.  It can even provide a common understanding of expectations and responsibilities.

For an employer, a job description which gives a summary of the position is valuable in helping develop job advertisements, interview questions, and attracting specific pools of qualified applicants.  The job description can help an organization focus on specific needs, and introduce themselves and pertinent information about their efforts to an applicant pool.

           

For the potential employee, a job description serves as a research resource.  Applicants can learn about the hiring organization. The job description itself may answer questions about the job, salary and experience needed. Additionally the summary can even communicate strong messages about the institutional culture and work environment.

Job Descriptions Help Organizations Evaluate the Importance of Their Workforce

Organizations rely on written job descriptions to make decisions about their workforces.   For example, as a result of decreased higher education funding, the University of Washington (UW) considered a workforce reduction in 2008.  Because the responsibility to reduce their workforce was shared across the campus, the UW Human Resource Department created a Layoff and Reduction Checklist. This tool gave specific advice criteria for layoffs centered on evaluating employee positions through review of respective written job descriptions. 

While all organizations may not face similar dramatic pressure to reduce their workforce, most organizations can benefit from written job descriptions because they clearly provide a checklist of responsibilities and functions in which the workforce of the organization is engaged.

Job Descriptions Help Employees and Employers Focus on Performance

Being accountable for the specific items expressed in a written job description can help employee performance. Many performance review activities center on the evaluation of responsibilities as articulated in the job description.  Employees and employers can measure performance based on documented (and agreed upon) assumptions if both parties understand a well-written job description.  In such cases there is little margin for misunderstanding expectations.  If disagreements regarding performance occur between an employee and employer, a job description may serve as legal documentation of joint expectations.

Job Descriptions Benchmark Critical Skill Sets Needed to Accomplish Specific Tasks.

Ultimately, a job description serves as a benchmark, outlining the critical skill sets and qualifications needed to accomplish specific tasks associated with each job.  Job descriptions can be compared to other position descriptions and salary and benefits can be derived.  Job descriptions can provide both the employee and the employer a ‘reality check’ when it comes to commensurate experience needed to accomplish specific job functions.

Today a job description not only provides a critical foundation upon which employment searches are dependant, but a job description can help organizations evaluate labor responsibilities in connection with business goals. Additionally, a job description can help an employee focus on performance measures valued by their employer and benchmark critical skill sets needed to accomplish specific tasks.

           

Because of the myriad uses of job descriptions, writing effective summaries of job responsibilities, skills and qualifications requires deliberate attention to detail and professional writing skills.  According to Doug Sayed, founder of Applied HR Strategies Inc, “The format and style for writing job descriptions might be different from any other type of writing that you do in your job.  Writing job descriptions is not a complex process, but it requires following a basic format and including specific components.”

The following five tips (accompanied with techniques and specific examples) should help writing professionals create meaningful job descriptions:

Tip #1:  Don’t Write in a Vacuum

Creating a job description can be an excellent opportunity to clarify the needs of an organization and capitalize on a renewed vision of the subject position.  Writers should take the time necessary to identify stakeholders in the organization who will be impacted by the position and who may be interested in providing valuable feedback and invite them to join in the writing process.  Ample time to brainstorm the functions of the position from multiple angles should be made available to all involved in the process.

           

Writers should know what they really want in the job position and ask, “Is the job in harmony with the salary being offered? Are the expectations manageable?”  These are important questions that will need to be addressed before an effective job description can be written.

Participants may be tempted to rush the writing of a job description so that other hiring activities such as advertising, interviews and the actual contracting of the new employee can be accomplished. It is important, however, to remember that all of these efforts are in vain if the job description isn’t well written.

             

Writers should take time to research similar jobs and look for job descriptions that are already being used to attract the kind of applicants an organization may wish to employ. Exploring job postings advertising similar positions in other organizations is encouraged. There is no need to plagiarize another organization’s job description--such a practice is unethical and even illegal; however, developing a sense of what job titles, qualifications, and expected responsibilities are in organizations similar to yours, will allow writers to better define their own organization’s needs.

           

As writers research external job advertisements, positions, and descriptions, they shouldn’t neglect learning about the hiring process in their own organization. Writers need to know about salary constraints and job compliance issues such as the Fair Labor Standards Act (FSLA) and the American Disability Act (ADA). These considerations are necessary in writing an effective and legal job description.

Technique:  Identify the position responsibilities and write in an active voice. 

An activity that may help writers define the position with greater clarity involves brainstorming with colleagues who have a vested interest in the position.  Writers could facilitate a group brainstorming session and think of the position as it may exist in the near future. Writers should ask the group to complete the following sentence and record its responses:  “This position (action word) (subject) by (describe how they would accomplish verb).”

Example: “The Admissions Advisor responds to prospective student inquiries by answering email sent to the recruitment account.”

As the group completes multiple sentences that describe the responsibilities of the position, they will gain a more concrete and direct understanding of what the position requires and be able to incorporate these positions requirements in the actual job description with an engaging and accurate written voice.

Tip #2:  Be Organized

Because job descriptions are a reflection of an organizations employment environment, writers should demonstrate organization and clarity.  Job descriptions are often used to locate specific information quickly and easily (such as salary, and location).  Unlike other writing styles, the formatting of a job description is not a place to explore creativity.  Job descriptions should be direct, clear and well organized.

Technique:  Write within a Template or Universal Format

Most organizations use a job description template; however, the essential elements of most job descriptions are universal.

Job descriptions begin with the announcement, which states the title of the position, who the position reports to, and the date the job description was last revised. This information should be brief. Actual job titles should be used instead of employee names, and abbreviations should always be avoided.

Example:  The position reports to the Associate Vice-President of Enrollment Services.

Often the salary, pay grade, location and expected work hours are included in the announcement portion of the job description. Appropriate AP style should always be followed.

Directly following the announcement, a job summary gives a brief synopsis of the position and its scope. The job summary should briefly state the nature and purpose of the position.  The summary is an excellent place to outline the employee’s freedom to act.

Example(s): “works independently,” “works in a team environment,” “works under direct supervision,” and “supervises/manages,” etc. 

The summary should be brief and general but give a short and insightful description of the position. It should describe the position as it currently exists, not how it is envisioned to the future.

After the job summary a bulleted list of key responsibilities and essential job functions is appropriate.  This section of the job description describes functions within the scope of the job summary and the list should include action sentences as previously discussed in

Tip #1.

Because writing lists of responsibilities can be a challenge, writers should be conscious of the grammar rules surrounding parallel structures, or using the same pattern of words to show equal importance.

Example:

             •          Prepares market share reports by researching district graduation counts and analyzing university enrollment data. 

AP style should always be followed in writing key responsibilities and essential job functions.  Once job responsibilities have been compiled and written, some organizations require that the responsibilities be listed in order of importance and assigned a percentage of time allocated to the position.

Example:

                        •          Prepares market share reports by researching district graduation counts and analyzing university enrollment data.   (20%)

                        •          Represents the university at Financial Aid information sessions held throughout October. (10%)

Following the list of key responsibilities and essential job functions, job descriptions should articulate job specifications which describe the knowledge, skills, expertise, abilities and qualifications applicants should possess in order to be successful in the job.

Often the specifications of a job are divided between minimum qualifications and preferred qualifications.  The job description should describe the minimum knowledge, skills and abilities that are required.  Typically minimum qualifications are evaluated in terms education, experience, special skills, and certificates or licenses. 

To comply with ADA, job descriptions legally must include the physical demands and the environment of the job.  Writers should consult with their legal or HR departments when writing this section.

All job descriptions should include a disclaimer that indicates that the description is a summary of the typical functions of the job. The disclaimer should be written in a way that provides flexibility in changing or updating the job description in the future.

Tip #3: Know Your Audience

When using a job description as part of a hiring search it is critical to know the audience the job search is targeting.  Just as the job description can be used in attract potential employees, it can also repel qualified applicants through poor word choice, exclusivity, and obscure and misunderstood references.   

Technique:  Write to a Targeted Audience     

Word choice is critical when writing a job description. Specific industries such as technology and medicine have unique vocabularies where added meaning is ascribed to particular word choices.  It is important to consider how phrases might attract or alienate individual audiences. Knowing the jargon of a particular applicant pool will help a writer attract interest in his or her position. 

For example, when hiring a Systems Analyst, authors may want to require knowledge and experience with “SQL,” “.Net,” and other programming languages. Inclusion of such terms in an entry level Records Evaluator position, however, would certainly limit the number of applicants interested in the position.  Sometimes industry jargon has a place in a job description. Most of the time, it is best to use it cautiously.

Writers should follow sound grammar etiquette by avoiding gender-based language.  Throughout the job description reference should be made to position titles rather than pronouns that imply gender or bias.

Example: The Transfer Articulation Specialist must have an Associate’s degree from a regionally accredited institution.

Additionally, writers should never refer to organizational terms that are specific or unique in nature or express a nomenclature not easily understood by people outside of an organization.  Writers should never assume applicants understand hyphenated terms or nicknames.

           

Furthermore, attention should be given to qualifications that may limit an otherwise competent applicant pool. 

Tip #4:  Use Buzzwords

Often, hiring the right applicant is all about exposure.  The more a job description can be looked at by qualified applicants the more likely a strong applicant pool can be built.  Today job placement giants like Monster.com and similar sites regularly pull in job postings from across the web. Search engines compile job listings based on key words and phrases.
           

Incorporating buzzwords with key words and phrases in a job description can ensure that larger audiences know of the opportunities within your organization.

Technique:  Write Using Well Known Key Words and Phrases

Paralleling the importance of word choice as previously discussed; including search engine optimized text is an important consideration when writing a job description. Brevity and directness in the job description will make it more readable., Writers should omit unneeded phrases and clauses and write deliberately. 

Example: Works with functional users to set-up applications, but not limited to, degree audit system, student information system, customer relations management (CRM) solution, web tailoring, workflow, scanning, and indexing software.

Tip #5:  Brainstorm the Multiple Uses of the Job Description

Job descriptions have multiple uses. They serve as a reference guide that defines the relationship between employers and employees. They are used by competitors to benchmark competing labor forces, by interest groups scrutinizing hiring practices, by legal departments when labor disputes arise and in many other ways. Writing job descriptions that can be used across multiple mediums is wise.  To assume their use is limited to an employee and a hiring organization underestimates the true power a well crafted job description can bring to any organization.

Technique:  Write for Multiple Mediums

Because job descriptions have multiple uses and can be used by multiple audiences for multiple reasons, it is important that writers consider writing for multiple mediums. Historically, job descriptions were primarily internal documents and advertisements extrapolated elements of the description for use in print. Today job descriptions in their entirety can be disseminated across the web.  Writers of job descriptions need to consider loose formatting, font and readability.  Portions of the job description may be referenced in biographies, labor reports and other forms.  Even HR software may truncate descriptions when they archive position announcements. 

           

Job description authors should write brief but powerful statements, always considering their phrases and lists of responsibilities as sound bites and quotations.

Conclusion

Creating effective job descriptions requires skill and careful consideration because it is a writing genre where descriptive ideas must be conveyed briefly and succinctly.  Proper use of parallel structure, word choice, AP style, and organization are all skills that must be used to create a well-written job description. Equally import is preparation, clarity of purpose and consideration of the multiple uses of the document. 

Job descriptions are helpful for employers, employees and anyone interested in better understanding the relationship between the two.

Interview with Matthew Pitts, former Executive Assistant to the Vice President of HR at USANA

Matthew Pitts, former Executive Assistant to the Vice President of Human Resources at USANA, advises job description writers to collaborate with their Human Resource offices early in the writing process.  According to Pitts, “the headaches most common when writing a job description seem to be matching responsibilities with salaries. Time is often lost in filling positions when department directors don’t understand that the responsibilities they want to include in a job description need to match appropriate pay levels.”

Pitts suggests writers who can demonstrate specific responsibilities and create a vision of what the position will be doing through descriptive and active voice generally have a much easier time justifying appropriate compensation levels. He notes that as departmental directors (writers) work in tandem with their organization HR specialist, job descriptions can be better tailored to fit appropriate salary benchmarks and engage ideal candidates.

Professional writing is critical according to Pitts; “Obviously spelling and grammar are important but you can’t forget to make the job interesting and attractive. You want to engage a potential employee and use the job description to facilitate a relationship.”

Sources

How to Develop a Job Description, Susan Heathfield, 2010

How to Write a Job Description, Christine Lagorio, 2010

Human Resources: The Importance of Having Written Job Descriptions, Lahle Wolfe, 2008

Layoff & Reduction Checklist, University of Washington, 2007

Parallel Structure, OWL Purdue Online Writing Lab, 2010

Tips on Writing a Position Descriptions, University of Delaware, unknown

Write Effective Job Descriptions, Doug Sayed, 2003

Writing Great Job Descriptions, Chris Kelleher, 2011