Building the Foundation of Trust
In today’s fast-paced media environment, accuracy in press releases isn’t just good practice—it’s essential for organizational credibility and success.
When you’re writing a press release, you’re in a constant battle to create an interesting story that grabs journalists’ attention without using marketing hype or exaggerated claims. To be effective, a press release needs to be unbiased and completely accurate. If a journalist gets even a hint that you’re exaggerating or making unsubstantiated claims, you can bet your press release will get deleted instantly.
The Importance of Accuracy in Press Releases
Press releases serve as official statements that journalists, stakeholders, and the public rely on for factual information. When accuracy falters, the consequences can be significant and far-reaching.
Creating Credibility with the Press
Media professionals develop institutional memories regarding the reliability of information sources. Organizations that consistently provide accurate press releases earn preferred status with journalists, who will prioritize and trust their announcements.
Conversely, outlets that repeatedly discover inaccuracies in your communications may begin fact-checking more rigorously or, worse, dismissing your releases altogether.
This relationship with the press serves as a crucial amplifier of your message—one that requires careful nurturing through unwavering commitment to factual precision.
Maintaining Stakeholder Confidence
Accurate press releases build and maintain trust. Once credibility is damaged through inaccurate information, rebuilding stakeholder confidence becomes an uphill battle. Organizations with reputations for reliability find their announcements treated with greater seriousness and respect.
Avoiding Legal Implications
Accuracy also has legal implications. Misleading statements about financial performance, product capabilities, or corporate developments can trigger regulatory scrutiny, shareholder lawsuits, or consumer protection actions. These legal challenges often prove far more costly than the effort required for thorough fact-checking.
Managing the Speed of Information
Furthermore, in an era where information spreads instantly, corrections rarely catch up to original inaccuracies. Even after retractions, incorrect information continues circulating, potentially causing lasting reputation damage.
How Can You Be Sure Your Press Releases Are Accurate and Unbiased?
Here are some tips to follow when writing and editing press releases.
Check the headline –
Headlines are one of the places where hype and misleading statements tend to find their home. That’s because the headline is the most important piece of the press release. It needs to be strong enough to grab the journalist’s attention so that he or she will actually read the rest of the story.
With this challenge in mind, too many press release writers resort to cheap tactics to make their story seem more interesting than what it really is. This could be done by writing a headline that doesn’t really reflect what the story is truly about or by using a bold, marketing-hype filled headline that reads like an advertisement instead of a news story.
Both of these are dangerous practices that will likely cause your press release to end up deleted and you losing all credibility. By all means, write interesting headlines, but always strive to be clear and accurate.
Ditch the superlatives –
One of the biggest problems with writing your own press releases is that sometimes it can be hard to get out of the marketing mindset and into a news writing one. Too many times, companies send out press releases that read exactly like their brochures, website, and advertisements. They use the same type of language, and phrases dotted with superlatives slip through the cracks.
Print out your press release, and start looking for words like best, greatest, most amazing, best performing, best in class, etc. Cross them out. These don’t belong in news pieces.
Use statistics –
I always like to use statistics to back up my claims whenever possible. That’s because statistics take a statement from an empty claim to an actual fact. So, if you have a study that shows your product performs 50% better than the leading competitor, by all means, you should use it. Just make sure the statistics you use really are accurate.
Get expert third-party quotes when possible –
A lot of press releases are stuffed with canned, meaningless quotes from executives in the company. They add little to nothing to the story, and they rarely add credibility to the claims within the story.
That’s why it can be a good idea to get quotes from an unbiased third party whenever possible. Third-party quotes from an expert add a layer of legitimacy to the story, making it more credible and a more complete story overall.
Frequently Asked Questions (FAQs) About Press Release Accuracy
The time invested in fact-checking should be proportional to the importance and potential impact of the announcement. High-stakes releases about financial performance, mergers, or major product launches warrant extensive verification, potentially involving multiple departments. For routine announcements, a structured review by key stakeholders with direct knowledge should suffice. Remember that the few hours spent verifying facts pale in comparison to the weeks or months required to repair damaged credibility.
Act quickly and transparently. Issue a correction that clearly identifies the error and provides the accurate information. Don’t attempt to minimize or obscure the mistake. Contact media outlets that have already reported on the original release to ensure they’re aware of the correction. Use the incident as an opportunity to review and strengthen your verification processes to prevent similar errors in the future.
A thorough review process typically includes subject matter experts, legal counsel, communications professionals, and relevant executives. Each brings a different perspective: subject experts verify technical accuracy, legal ensures compliance and risk assessment, communications checks messaging effectiveness, and executives confirm alignment with organizational goals. For sensitive announcements, consider including representatives from investor relations, regulatory affairs, or other specialized departments.
While timeliness matters, accuracy should always take precedence. Being first with incorrect information damages credibility more than being slightly later with accurate content. That said, establish efficient verification processes that don’t unnecessarily delay important announcements. Create templates and pre-approved language for time-sensitive situations, maintain updated fact sheets for quick reference, and develop relationships with internal experts who can provide rapid verification when needed.
Engaging language and factual accuracy aren’t mutually exclusive. Focus on using precise, specific claims rather than vague superlatives. Instead of claiming to be “the best” or “industry-leading” without substantiation, cite specific achievements, metrics, or recognitions. Train writers to recognize the difference between factual claims (which require verification) and opinion statements. When using analogies or metaphors, ensure they don’t inadvertently make factual misrepresentations about your products or services.
How do you fact check your press releases before sending them out?
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: https://www.ereleases.com/free-offer/cheap-pr-tactics/