Let’s be real for a second. Press releases are a must in everyday public relations activities. They serve meaningful purpose for relaying news, whether that be a new product, activation, promotion, merger or acquisition or even just a change in the team. They will be distributed to a plethora of journalists experienced in the structure of a title, introduction, main body copy and quotes from members of the team before the final sign-off.

As an automotive PR agency, we have written our fair share of press releases and we’re here today to say that within our quotes you won’t find the words “delighted,” “proud,” and “ecstatic” unless extremely necessary, or our client has actually said it! Why? Because unless it’s been said, these are the tell-tale signs that a quote has been written by the PR and not the company representative being quoted.

In today’s media-savvy world, consumers and journalists alike are becoming increasingly discerning. They can spot a contrived or insincere message from a mile away. Words like “delighted,” “proud,” and “ecstatic” have been so overused in press releases that they have lost their genuine meaning. When a company claims to be “delighted” about a new product launch or “ecstatic” about a partnership, it often feels more like a calculated attempt to manipulate emotions rather than a sincere expression of joy. Authenticity is the cornerstone of effective communication, and using overused words detracts from that authenticity.

Likewise, we’ve found that using the same words repetitively can make a company’s messaging sound robotic and uninspired. Banning these overused words encourages our team to explore a richer tapestry of language, which not only keeps our press releases fresh but also provides more opportunities for creativity and originality. By finding alternative ways to express our feelings about a milestone or achievement, we ensure that our messages stand out in a crowded marketplace.

It’s essential to remember that not everyone is “delighted,” “proud,” or “ecstatic” in every situation. These words may not accurately represent the emotions and sentiments of all our stakeholders or customers. By embracing a more neutral and authentic vocabulary, we allow for a broader range of readers to relate to our press releases. This inclusivity fosters a stronger connection between our company and its audience. Conversely, clients might indeed be “thrilled”, “impressed” or “grateful”, and these emotions deserve to be acknowledged, but done so in a way that does justice to their individual experiences. The experiences of the clients are rich and varied, and not all of them can be captured by generic words. This attention to nuance is what sets great PR agencies apart, and those are ones that truly understand their clients.

As automotive storytellers, we understand that a press release should be a tool for storytelling. It should convey the company’s journey, challenges, and successes in a way that resonates with readers. Banning words that often come across as superficial empowers our team to tell more genuine and engaging stories. Instead of merely stating that we are “proud” of a recent accomplishment, we can delve into the journey, the hard work and the obstacles overcome to reach that point. We want to ensure our clients are real and heard and their quotes actually resonate not only with the journalists we’re talking to but with the end-user reading said quote, too.

In conclusion, the decision to ban words like “delighted,” “proud,” and “ecstatic” from our press releases is not about suppressing positivity or enthusiasm. We believe in the value of creativity in PR, and in striving for authentic and natural language that connects with our audience on a deeper level. By using diverse, relatable language, we can tell more compelling stories, resonate with a wider range of readers, and maintain our commitment to genuine and effective communication. The power of authentic releases lies in their ability to build trust, tell a compelling brand story and create meaningful emotional connections. It’s not just about putting words on paper; it’s about making those words count.

At HBPR, we believe that words should inspire, not just decorate our press releases. Likewise, we understand that sometimes we do put words in our clients’ mouths, that they will approve. Sometimes all it takes is getting into their mindset to deliver an authentic messaging that has a proper meaning and not just placeholders. If you have any questions or are looking for automotive PR-based insight and input, drop us a line at hannah@hannahburgesspr.com. Our door is always open.