A press release should help a reader identify what happened and decide whether to verify or report it. Clear language respects the journalist's time and the public's need for accurate information. The right tone depends on the subject: a product launch may sound confident, while a safety incident needs restraint and empathy.
Lead with the event, not the adjectives
Compare 'Company X is thrilled to announce a groundbreaking innovation' with 'Company X launched a battery-repair service in three cities on Tuesday.' The second gives a verifiable event, scope, and date. It can be followed by what is new, who can use it, what it costs if relevant, and where the information can be checked.
Keep the headline and opening consistent. Do not make a narrow pilot sound like nationwide availability or call a claim a proven result without explaining the evidence.
Choose words a reporter can use
A quotation should add perspective or explain a decision, not restate the headline in praise-filled language. Supply a contact who can substantiate the details.
- Name the organization, product, place, and date instead of relying on 'we' and 'here.'
- Use plain verbs and short sentences; explain specialized terms once.
- Attribute opinions and forecasts to a named speaker rather than presenting them as fact.
- Give numbers a denominator, period, and source.
- Avoid superlatives such as 'first,' 'best,' and 'revolutionary' unless independently defensible.
Match tone to the stakes
01
Routine announcement
Be direct and useful. Enthusiasm can appear in an attributed quote, but facts should carry the release.
02
Research finding
State methods, sample or data source, time period, and limitations. Do not imply causation from a correlation.
03
Crisis or correction
Put affected people and immediate action first. Avoid jokes, celebration, or premature reassurance.
A final read-aloud test
Ask whether someone unfamiliar with the company could summarize the actual news after the first two paragraphs. Then check every claim, link, quote approval, date, and contact detail. PRSA's ethical guidance emphasizes honest, accurate communication and correction when information is wrong.