It’s Time to Ditch the Clichés and Let Your Press Release Tell a Real Story
Press releases have become a battlefield of buzzwords, with every company claiming to be “revolutionary,” “groundbreaking” or “cutting-edge.” It’s no surprise that reporters are rolling their eyes. As ADWEEK highlights, the overuse of clichés is diluting the effectiveness of these communications. Instead of captivating an audience, brands are chasing after attention with empty phrases.
The truth is that reporters and readers alike are savvy. They can see through the fluff. Terms like “thrilling” or “innovative” without context mean little and often invite skepticism. When everything is “game-changing,” nothing is.
It’s time to shift back to clear, concise communication. A simple question at the core of a good press release is: What’s the actual story? If the product, service, or update truly offers something new or valuable, let that shine through. Instead of using flashy terms, focus on conveying how the news will impact the reader or their industry. Avoid the temptation to dress it up with hyperbolic language.
Respecting the reader’s time is not just a courtesy; it’s a necessity. This is especially true for journalists who are bombarded with releases. By getting to the point quickly and delivering a clear, straightforward message, you show that you value their time and increase the chances of your release standing out.
This is where a good PR agency comes in—they can help fine-tune your story to ensure it is impactful, honest and credible without relying on clichés. By crafting a message that resonates with your audience, they ensure your news cuts through the noise.
Ultimately, effective press releases should inform, not overwhelm. By returning to basics—using impactful, jargon-free language—you’ll avoid eye rolls and build better relationships with reporters.
Putting the buzzwords to rest is long overdue. Let your story speak for itself.
