.png)
Your organization works hard on every initiative/product, so enthusiasm runs high when it’s time to make a major announcement.
But the same is true across many organizations, and in trying to raise their voice above that of the competition, some have fallen into the trap of using exaggerated language. The AdWeek article “Press Releases Have Become Way Too Hyperbolic” reported that the use of several theatrical words has doubled or more than doubled in recent years (based on a scan of several years’ worth of PR Newswire releases). Among the words mentioned are “thrilled,” “passion,” and “pioneering.”
The article goes on to warn, “The risk of too much corporate cheer is that it turns off the very people it’s trying to win over: journalists. They don’t trust it. And if they don’t trust it, chances are they aren’t going to cover it.”
AOE has long advised that when it comes to PR efforts, the key is to be a trusted media partner. And trust can be lost when an organization is perceived as merely trying to sell instead of providing real value, or as portraying their offerings in an unrealistic light. Overly enthusiastic language does not necessarily denote these kinds of marketing practices…but if it begins to suggest too much focus on the organization itself as opposed to the customer, or if it is so flashy as to seem unrealistic, credibility can be damaged.
The solution is to compose press releases that emphasize the facts. Your ideal reader is looking for the value you are providing and announcing, so make sure that is the topline information. It goes without saying you are thrilled to make your announcement—after all, you’ve been working very hard on the deliverable. Your press release, therefore, should get straight to the point of what the deliverable is. Giving your customer what they need…now that’s an attention-grabbing headline.
For every press release or feature article we produce, AOE works directly with the client to make sure the message has true value to the audience, and that the message is clearly presented. Contact us today to learn more about using your most authentic voice in marketing and PR.