Why typographic emphasis doesn’t belong in press releases

If you bold, italicize or underline text in your press releases, stop. Doing so is like asking a reporter to delete your pitch.

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Doesn’t this sentence look important? What about this one? This one might be the most important of all!

That paragraph looks ridiculous, but believe it or not, I’ve seen press releases that look similar.

Typographic emphasis can certainly be a powerful tool in certain situations. When you use it sparingly in blog posts, landing pages or emails, emphasis can help you draw attention to important parts of your message. It can also make your text easier to scan, which is especially important online, as people tend to scan text rather than read it word for word.

However, typographic emphasis doesn’t have a place in press releases.

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