Press Releases Are Harder Than You Think. Here’s Why

If you’re reading this, chances are you’re interested in communication and PR. You already know that effectively communicating, especially when it comes to sharing news, is a complex art. Crafting a press release — typically no more than one page — that highlights the biggest achievements of the year or quarter can be a daunting challenge. Now, let’s make it even harder: let’s talk about the words that often come to mind but should be used thoughtfully to ensure your message remains clear, impactful, and engaging.

The world of PR in 2025 will be demanding, but when hasn’t it been? Challenges push us to innovate, and this year, they’ll push us to rethink the way we craft our messages.

The Rise of Overused Words

A recent study by Adweek shed light on the prevalence of hyperbolic language in press releases. An analysis of the PR Newswire database revealed that the word “thrilled” appeared 7,704 times in US press releases in 2017. By 2022, that number had skyrocketed to 19,730 instances. Leaders and companies have never been so thrilled about new products, warranties, or even HR hires.

But the reliance on highly expressive language extends beyond a single word. Between 2017 and 2023, the use of widely used terms in business communication increased significantly, influencing how organizations craft their messages:

• Passion increased by 54%.

• Industry-leading climbed by 98%.

• Pioneering grew by a staggering 151%.

Businesses naturally gravitate toward these terms to convey excitement, innovation, and authority. However, overuse can dilute their impact, making messages feel less distinct and engaging. Instead of enhancing the story, repetitive language can overshadow key takeaways and weaken the connection with the intended audience.

Why Journalists Don’t Trust It

Journalists often view hyperbolic press releases as inauthentic. Imagine receiving dozens of press releases in a day, each claiming to be thrilled about a pioneering new initiative. After a while, the words lose their meaning. Journalists are trained to spot fluff, and when they see it, they’re likely to question the credibility of the message or even ignore it altogether.

In an age where trust is paramount, building relationships with media outlets requires a shift toward authenticity. A press release should not just communicate excitement, it should build confidence in the story being told.

What Should You Do Instead?

Crafting a press release that resonates requires a balance of authenticity, data, and storytelling. Here’s how to stand out:

1. Lead With Data:
   Journalists and readers trust facts. Instead of saying you’re thrilled about a product launch, explain what makes it impactful:
   “Kueski has reached a significant milestone with 20 million loans distributed to Mexican consumers. This marks 100% growth in loans disbursed in just 18 months.”

2. Tell a Story:
   People connect with stories. Share how your initiative solves a real problem:
   “Amazon customers who choose to use Kueski Pay for their purchase will be able to select plans of up to 12 biweekly payments. A key feature is that it will not be necessary to have a credit card to access this payment method, which is particularly beneficial given that more than 60% of adults in Mexico are still unbanked, less than 30% of the adult population has a credit card, and 80% of retail transactions are still made in cash.”

3. Use Genuine Quotes:
   Avoid corporate jargon in quotes. A relatable, human statement from your spokesperson is far more effective than generic enthusiasm:
   “Reaching 20 million loans highlights the strong demand for simple, transparent, and trustworthy alternative payment and lending options in Mexico,” said Andrew Seiz, SVP of Finance at Kueski. 

4. Be Clear and Concise:
   A press release isn’t the place for lengthy narratives. Think of it as your elevator pitch — a chance to capture your audience’s attention quickly. If you do it right, you’ll earn the opportunity to continue the conversation in a different space (interviews for example). Prioritize direct, impactful language to keep the reader engaged and ensure the key message stands out.

The Danger of Misinformation

Beyond the overuse of buzzwords, another challenge in 2025 will be ensuring accuracy in your communications. Misinformation is a real threat. Every detail in your press release must be validated with reliable sources and data.

Think about it: everything I’ve written so far could be false, but you likely believe me because I’ve presented it confidently. Trust is fragile, and in the fast-paced world of PR, it can make or break a story.

This year, trust will be tested — among people, organizations, and even media outlets. For communicators, the best path forward is to trust your instincts and skills while ensuring every message is firmly rooted in truth.

2025: The Year to Rethink PR

The challenge for PR professionals is to elevate the quality of communication by moving away from clichés and embracing meaningful, impactful messaging. Buzzwords may seem like an easy choice, but they won’t easily earn trust or coverage.

As communicators, we have the tools to cut through the noise. By focusing on clarity, authenticity, and relevance, we can ensure that our press releases aren’t just read, they’re believed. So, the next time you sit down to write, ask yourself:

"Would I find this news compelling if I weren’t the one writing it?"

"Does this press release answer the ‘why should anyone care?’ question?"

In an era where trust is earned, not assumed, every message you put out shapes how your brand is perceived. The challenge isn’t just to stand out, but to stand for something real. That’s the kind of story worth telling.