5 phrases to avoid in a press release

In the content marketing world, there’s so much emphasis on SEO, artificial intelligence and algorithms that we sometimes lose sight of the obvious. Real people in the media skim press releases to determine if the stories are interesting enough to report. Avoiding these five words and phrases will make your next press release stronger. Keep reading for our free offer. 

After nearly 35 years of one-on-one collaborations with the media, Media Relations Agency has a good handle on how reporters and producers will respond to a press release. We even copyrighted the term Media-Grade Content® to describe our process of writing to stringent journalistic standards.

A lot goes into structuring a well-written release. In addition to good writing, we apply our Strategically Aimed Marketing processes to ensure our releases are on point and relevant to our clients’ specific audiences.

But back to the basics. Our criteria include avoiding these five words and phrases whenever possible:

  1. Announced today. Nothing makes news appear stale faster than giving it a date. This phrase should only be used if your story truly is time sensitive.  
  2. Extraneous words. “It’s currently out of stock” vs. “It’s out of stock.” Write tightly. Extra words interfere with clear communication. 
  3. Vague information. Specifics are more likely to catch journalists’ attention. 
  4. Industry-specific jargon and acronyms. These can obscure your message. Be mindful that even trade journal stories may be read by people new to your industry.  
  5. Filler text. Fluff dilutes impact. Be cautious of using excessive adjectives, cliches and quotes that repeat what’s already been stated. 
Would your press release meet our standards for Media-Grade Content? Is it effective at strategically marketing your product? We offer a complimentary assessment. Call us at 952-697-5269 or use this form to get details.
For more great marketing advice, check out The CEO’s Guide to Marketing!

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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