Beware of 10 Specific Words when Writing a Press Release


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You certainly want your PR to drive important prospects for you. So, hiring a renowned agency for writing a press release to look professional in the competitive world is your best bet.

When it comes to content, being old-school isn’t beneficial for your brand. Years ago, people relied on the morning newspapers to collect news. Today, vast majority of the readers get their daily dose of news from the internet itself. As a result, if you’re still relying on traditional methods to reach people, you certainly need to reconsider your decision.

The key is to focus on how, when, and where your customers will consume the news. Instead of waiting for someone to come through and promote your news, why not generate the buzz yourself? One of the best ways to reach your target audience is with a press release.

Before you dart thousands of questions, read below to understand some of the basic things.

What is a Press Release?

A Press Release is a piece of meaningful news sent out by a company or a brand to attract the journalist’s attention. It is used to share some newsworthy content with your readers.

And while you might have come across numerous articles stating that PRs are long gone, the truth is quite the opposite. In fact, press releases still continue to be the most effective and affordable marketing approach.

When you must use a Press Release?

While there’s no cut-and-dried fixed formula for what makes a PR successful and when it should be sent out. Here are 8 occasions during which you must.

  1. Product Launch
  2. Product Update
  3. Mergers and Acquisitions
  4. Events
  5. Grand Openings
  6. New Partnerships
  7. Rebranding
  8. Awards
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Now, when you send out a PR, you surely put your best forward. But as a reporter, the immediate response could be slightly different. For instance, many times the journalists feel that it’s not important to publish the PR. Why?

Crafting a correct and informative PR can be a minefield of failing and trying. So, to ensure that your story deserves the kind of attention you want it to, hire a reputed agency. Moreover, there are various Do’s & Don’ts when it comes to writing a PR.

You should also avoid few words when writing a press release. The experts strongly advise against using the below-mentioned words that can instantly spoil your brand’s reputation.

10 words to avoid using are as follows:

  • Solutions

This is one of the most over-used terms in PRs especially in the headlines and boilerplate. Instead of using the term ‘solution’ quite literally, specify what solution you’re talking about.

  • Passionate

Don’t you think that you’ve used this word more for your favorite coffee mug? Try using words such as specialization or focus instead. Leave all sorts of passion for your loved ones.

  • Unique

It’s obvious for you to think that your product is unique. But that’s not enough. It may be unique to you, but not for others. Customers are more interested in knowing why your product is ‘better’ than the rest.   

  • Innovative
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Instead of screaming it everywhere, just show them! Show them what makes your business so special.

  • Out-of-the-box

Avoid being cliché. They truly don’t make you sound credible. Your brand credibility lies within your product/ service/ work.

  • Cutting edge

It’s already getting pretty crowded over the edge, isn’t it? Moreover, how many companies truly stay true to this claim?

  • Excited/ Thrilled

Instead of using words like excited/ thrilled, show your enthusiasm through the way you write the PR.

  • Prestigious

If you need to use the very word ‘prestigious’ to prove it, it probably isn’t.

  • Sophisticated

Unless you’re quoting some reputable blogger, avoid using such adjectives. Don’t blow your own trumpet; rather let your service speak on behalf.

  • World Class

 This is a big no-no! Most often found in the boilerplates, the phrase world-class holds no real meaning.

Another important consideration is ‘how to write a press release’. Writing a press release requires expertise and in-depth knowledge.

Google can spit out thousands of answers. But only an expert can guide you on what’s suitable for your brand and what it must include.

There are specific guidelines when writing a PR that only a professional can cover properly. So it is important to know how to write a PR that gets easily picked up by the media outlets.

Hire a reputed company if you want to secure positive coverage about your brand or business.

Six powerful rules followed by the experts while writing a PR are as follows:

  1. Keep it short

You might be brimming with multiple ideas, but is it important to say it all? Busy journalists do not have much time to go through every page. The professional PR writers keep the language concise, simple, and to the point.

  1. Catchy Title
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Your title must sum up the story. A title/ headline should reflect your brand’s message and command the reader’s interest immediately. Even if it sounds easy, it isn’t. Professionals carry out thorough keyword research to craft a title that cannot be ignored.

  1. Evaluate the topic

The PR’s topic should be relevant to the target media. Do the journalists cover the same kind of story regularly? Would the journalists or your readers benefit from your PR? By evaluating all such things, the experts frame the perfect PR.

  1. Convey the key facts

Ensure to answer the 5W’s in your first paragraph to communicate your PR’s key facts. They are:

  • Who
  • What
  • When
  • Where
  • Why

The professionals use a maximum of 100 words to explain the 5WS’s.                                  

  1. Good Quotes

A good quote/ comment from your business representative makes it much easier for the journalists to write your story. They ensure that the quotes are informative yet interesting.

  1. Contact Details

Don’t forget to add the contact details so that the journalists can easily reach out to you. In case, they seek to know some additional information about your company, they must be able to get in touch with someone worth contacting.