"PR is not an announcement service. It's not a glorified internal memo blasted to journalists who never asked for it. And yet, so much of what passes for PR writing reads like it was approved by seven committees, a nervous lawyer and someone's uncle who "knows marketing." You lead with the company name. You stuff in meaningless adjectives like "innovative," "cutting-edge" and "best-in-class.""
"Here's the reality: journalists don't care about your "milestone," your "exciting new chapter," or your "strategic pivot." They care about why this matters now, who it actually affects and what makes it different from the 40 other pitches they got before lunch. If your story doesn't have relevance or a genuine human angle, or the old "news you can use" it's not a story - it's noise."
PR writing often resembles committee-approved memos that lead with company names and filler adjectives like "innovative" and "best-in-class," burying the actual point. Journalists prioritize why something matters now, who is affected, and how it differs from many competing pitches. Without relevance, a human angle, or practical utility, announcements become noise that trains reporters to ignore future outreach. Some PR teams adopt silence, monitoring conversations but refusing to engage, which cedes narrative control. Ignoring public discourse does not prevent conversations; it ensures absence from the table when perceptions form. Effective PR requires clear storytelling and active engagement.
Read at PR Daily
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