A press release is not an ad.
That sounds obvious until you read one. Too many releases try to sell before they inform. They lead with claims like “industry-leading,” “cutting-edge,” “best-in-class,” or “revolutionary.” The problem is simple: journalists do not need more slogans. They need a clear reason your announcement matters.
Your job is not to persuade the reader that your company is wonderful. Your job is to give a reporter enough useful information to decide whether there is a story.
Start with the news, not the pitch
Marketing copy usually starts with what the company wants people to feel.
News copy starts with what happened.
Compare these two openings:
Marketing: “Acme Software, the innovative leader in smarter workflow solutions, is proud to announce an exciting new platform that will transform how teams collaborate.”
News: “Acme Software today launched a project management platform for construction firms, with scheduling tools built for crews working across multiple job sites.”
The second version works because it answers the real questions: What happened? Who is it for? Why is it specific? A reporter can do something with that. The first version sounds like a brochure.
Replace adjectives with facts
When you see an adjective, ask: “Can I prove this?”
Instead of “fast-growing company,” say the company grew revenue 42% last year, opened three new offices, or hired 25 employees. Instead of “groundbreaking product,” explain what the product does that was not available before.
Facts carry more weight than praise. They also reduce the burden on the journalist. You are not asking the reporter to accept your opinion. You are giving them material they can verify, quote, and shape into a story.
The same principle applies to length and structure. eReleases’ guide on what to include in a press release recommends concise body copy, short paragraphs, and avoiding promotional language because a release should inform, not advertise.
Write for a skeptical reader
A good press release should survive a skeptical editor.
That means trimming anything that sounds like it belongs in a sales deck. Watch for phrases such as:
- We are thrilled to announce
- Game-changing
- Disruptive
- Best-in-class
- World-class
- Unique solution
- Leading provider
- Robust platform
Some of these words may be true. That does not make them useful. If every company says it, no one hears it.
A simple test: would a neutral third-party reporter write the same sentence? If not, rewrite it.
Keep quotes human
Quotes are where marketing copy often sneaks back in.
Bad quote: “We are excited to deliver an innovative, best-in-class solution that empowers our customers to unlock their full potential.”
Better quote: “Our customers told us scheduling was still being handled through spreadsheets and phone calls. We built this to help crews see changes before they lose time in the field.”
The better quote sounds like a person. It explains the problem. It gives context. It does not try to win a slogan contest.
Use the inverted pyramid
Put the most important information first. Then add support: details, quotes, background, and company information.
PRSA’s press release guidance also points to the inverted pyramid structure, concise writing, active verbs, and avoiding vague buzzwords. That is good advice because reporters scan quickly. If the news is buried in paragraph four, many will never get there.
Cut the self-congratulation
A press release can show confidence without sounding self-important.
Instead of saying, “This major milestone proves our unmatched commitment to excellence,” explain the milestone. Did you raise funding? Win a contract? Open a location? Publish research? Hire a notable executive? Launch a product tied to a real customer problem?
Let the news do the work.
Final edit: the brochure test
Before you send the release, read it once as if you were a reporter who does not know you and owes you nothing.
Then ask:
- Is the news clear in the first two sentences?
- Are the claims backed by facts?
- Could a journalist quote this without rewriting every line?
- Have we removed words that only praise the company?
- Does this sound like news, or does it sound like a landing page?
That last question matters most.
A press release earns attention by being useful. Not louder. Not shinier. Useful. When you strip out the marketing copy, you give your announcement a better chance to be read, trusted, and covered.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn