Subjectivity and promotional language

Press releases that lack objectivity are all too common – in fact, this is the most common mistake of all. After putting so much time and effort into your project, it’s tempting, and even natural, to put your pride front and centre. But the harsh reality is that the media only care about facts.

There’s nothing wrong with boasting about your work and your team on your website and social media. You can allow yourself to be enthusiastic in those settings, but there’s no room for subjectivity in a press release.

That’s why it’s essential to use a neutral style and avoid promotional language. That means a complete ban on superlatives: excellent, best, extraordinary, incredible, etc. Instead, explain what makes the project excellent, and which elements set it apart it from others.

There are many creative, clever and effective ways to promote yourself. That’s the art of media relations! The media will understand the quality of your work. Just provide the facts and any information needed for your project to be grasped in objective terms. In a nutshell, a press release is about communication – not advertising!

A press release is not an article

Many people harbour the mistaken belief that a press release is the same thing as an article. One reason for the misconception is that it isn’t unusual to see a press release published verbatim in article form. That’s understandably confusing, but it’s important to remember that even if the content is very similar – or even identical – the two documents don’t share the same goal.

An article is a text written by a journalist, writer or editor and published by a media outlet, whether online or in print. Its aim is to inform the public (or a narrower target audience) about a topic or news item. The press release is the source of an article; it provides information and facts about a clearly defined topic, allowing the journalist to write their article. Our blog post Spot the differences: Press Release vs. Article has more details on this point.

Recipient: the media

Never forget that the recipient and the audience you want to reach are two different things. A press release is aimed at the media, so you have to write it with a focus on what journalists need to know before they can cover your project or news. Next comes the target audience – the people you hope the journalist will reach.

It’s important to remember that unlike your website or social media, you are not addressing the public directly, but journalists and editors who in turn will communicate with the public. Your job is to convince the crucial intermediary that has the power to get your message out to thousands of readers: the media.

When you lose sight of the fact that the audience is the media, it’s easy to make another common mistake: trumpeting your frequent appearance in the most prestigious publications. No media outlet wants to hear that their competitors have published you.

Write in the third person

A press release must always be written in the third person, whether singular or plural – “it” or “they”, as appropriate. There are no exceptions – never, ever use “I” or “we”. Why? Two reasons: to maintain a neutral and impartial tone, and to make it easier for journalists to use your copy without changes.

Have a clear, concise structure

A press release needs to be simple, easy and quick to read. Avoid overly technical language, run-on sentences and literary flourishes. Your press release must be very concise and get to the point without digressions. Keep your sentences short. Start a new paragraph for each new idea.

There’s no “right” length for a press release, but we recommend between 400 and, at most, 800 words. You can always provide an extended version, technical details or supplementary information as an appendix.

You also need to organize the content from most to least important. Avoid vague introductions. Unlike other common forms of writing, a press release must start with a clear and direct statement on the topic, not context – don’t close with the big guns, lead with them. A good opening paragraph is a clear, concise summary of the entire release: who, what, when, where and a sentence to recap the whole project.

Relevance and novelty

You won’t be surprised to hear that journalists are short on time and have countless press releases to read. So it’s essential to make sure your release is solid, content-rich and relevant. Stick to pertinent, newsworthy items. A company anniversary or a new partner are news, but not necessarily newsworthy. When announcing a new project, always focus on the most interesting and innovative aspects. Zero in on one or two highlights, rather than a collection of relatively mundane elements.

Of course, media outlets are always on the lookout for newsworthy stories, unprecedented events and novelty. When announcing a new project, be sure to highlight the innovative and differentiating aspects that will set it apart from the hundred other projects competing for the reporter’s attention. Always put yourself in the media’s position by asking yourself: “why would this journalist or that magazine share this information with their readers?”

It’s also important to note that most publications cover projects that are no more than a year old. If the project is a public facility, the best time to announce it is on the opening date. You can announce a private or residential project that’s a few months old, but don’t wait too long. The sooner you announce it, the better.