Writing a press release isn’t rocket science — but when you don’t do it on a regular basis, it can be a bit challenging. But with the right tools, you can avoid any pitfalls and make your press release writing a lot easier. 

Before we look at the tools that will help you to create better press releases, let’s focus on some of the major mistakes you should avoid in your writing.

The 4 Culprits of Sucky Press Release Writing

1. Euphemisms

Euphemisms are innocent words that we use to replace ones that might be more offensive.  A great example would be replacing “She died” with “She passed away.”

In press releases, this kind of word play could raise more questions than answers — or just seem blah. This could be problematic for journalists^[1]. In the end, if a press release is too confusing or just plain boring, it is tossed aside in favor of a more straightforward, engaging option.

2. Hyperboles

This term, often used in poetry, uses exaggeration to make a point. A common way that this works its way into press releases is to endow human characteristics to a product to make it more appealing. For example, “It’s so intuitive that it knows what you’re thinking before you do.” It definitely catches your attention, but often comes with a healthy dose of skepticism.

In the end, it’s better to leave hyperbole to the poets. When writing your press release^[2], don’t exaggerate anything. It will only harm your reputation as a trustworthy source. Give it to them straight, with no overstatements.

3. Industry Jargon

Outside of your industry, few if any will understand your lingo. For instance, if you’re not plugged into the business world, will you understand what “core competency” or “buy-in” is? Chance are no — and you’re not going to want to google every unfamiliar term you come across.

So skip the jargon and focus on making your press release accessible to everyone, inside and outside your industry.

4. Gibberish

We can basically boil this term down to nonsense. This is when you use pretentious terms that weigh down your press release. “Streamlined technology.” “Precision targeting.” “Innovative design.” At first, these terms may look flowery and attractive, especially to a marketer who is trying to hype up a product. But when you’re reading a press release, it just gets in the way.