Print media don’t publish everything even when they do publish versions of your news releases; so what’s the point of writing down stuff that will never get into a newspaper, new website or broadcast script?
The other day I saw my ten millionth news release that began with the expression, “We are pleased to announce…” Other versions of this include, “We are proud to announce…: and “We are delighted to announce…” Please don’t do this. We are not delighted, proud, happy or glad to see this kind of worthless prose in a piece meant to be published as news.
Media editors want fact and have little time for formal phrases that may belong, arguably, in a speech or brochure but have no place in ‘news’. Editors don’t care how you feel about announcing something. They certainly don’t want to help you blow your horn about your new product or event: their common rejoinder is – ‘Buy an ad.’
The same goes for words that describe your product or event as ‘ground-breaking,’ ‘cutting edge’, ‘exciting,’ blah, blah, blah.
Any phraseology that expresses a biased opinion, tries to position a product as ahead of the pack or that is redundant and not part of the fact of the matter should be dropped. If you include any such nonsense in a news release, you just invite an editor to change your release and once they start, many editors can’t stop cutting and shifting.
You send out news releases in the hope (albeit somewhat forlorn) it will get published in as verbatim a form as possible. To get any chance of this happening, stick to the facts without the feelings.