In a nutshell, it’s a more positive way of writing and yes it is important!

Using active voice in your communications makes them more direct and engaging. Passive voice can be seen to be avoiding the issue somewhat. For instance compare the sentences:

1. Your invoice will be paid next month

2. Our accounts department will pay your invoice next month

The first one sounds like an exercise over which you have no control – the invoice will be paid. Somehow, it leaves room for doubt and you just have to hope that it will.

However, the second one sounds much more positive with a definitive action.

In active voice, the subject is doing the action e.g. The accounts department is the subject, paying the invoice is the action, the invoice is the object.

In passive voice, the object (the invoice) becomes the subject with an action being done to it. It can be a bit vague. 

However, passive voice is sometimes used on purpose for diplomatic reasons. For example imagine a group of people at a party and someone breaks a glass.  The host comes in to find people scrabbling around for a dustpan and brush. Rather than saying “Fred broke a glass” (an active voice sentence), Fred’s embarrassment can be avoided by saying ”a glass got broken”.

Another example is politicians who want to dodge responsibility for something, for instance “taxes will be raised” (passive) rather than “we will raise taxes” (active)

So if you want your communications to be perceived as strong and positive, use active voice.

Although it can help to know the grammatical rules, the key to this is to think about is whether there is a clear and obvious responsibility within your sentence. Active voice is easier to understand and that’s always a bonus when you’re writing.

Photo credit

While I’m not a PR specialist, I’ve had some success recently in getting press coverage and just thought I’d share some of the key factors of putting a press release together with you.  PR is cost effective and a great way of getting publicity, but you have to remember a few things.

Journalists aren’t interested in promoting your product. They ARE interested in a story that will interest their readers … so put yourself in their shoes and ask yourself “why is this interesting?”

Have one main point to your press release. Don’t detract from the main story by adding in extra details. For example, if you’re celebrating 10 years in business, have launched a new product and have moved premises, pick ONE of these things to focus on.  See point 1 to help you decide which!

Make your headline enticing and relevant to the audience – what will make them want to read on?

Get the point across in your first paragraph. You can elaborate later, but the first paragraph should capture the essence of your story.

Research the publications & websites you will write to and compile a list. It could be local press, trade press, lifestyle magazines, specialist websites. Which places already feature stories within your industry?

Phone them up and get contact details. Be ready to give a quick overview of what your story is about and make sure you send it to the right person.  While you’re on the phone, check publication dates and deadlines.

Include contact details & your phone number on your press release. Journalists may want to contact you for more information & phone is the quickest way to get answers.

Nothing ventured, nothing gained.  Do some research and go for it!