I’ve spent years handling media communication, and honestly, there are days when something small teaches you more than any big PR handbook ever could. And this one tip… well, I didn’t expect it to matter as much as it does. It's kind of strange when you think about it, because it feels so basic, so obvious, yet brands forget it all the time.

And the tip is simple: stop writing your press release like people already care.
I know, it sounds almost too plain. But stay with me for a minute.

You’d be surprised how many releases start with lines that don’t actually say anything meaningful to readers or journalists. Something like, “Company X is delighted to announce…” and then a long corporate sentence follows. Ever noticed how your eyes just slide right past it? Mine do too.

Anyway, here’s where things get interesting.

Why does this matter more than we think?

The moment a journalist opens your release, they’re scanning. They’re not reading it the way a viewer reads a story. They’re checking for something that feels real, timely, or useful. And if the first few lines feel empty or stiff, the release practically disappears from their radar.

And then… your distribution efforts, your drafting time, your planning—all of it loses strength.

I once worked with a brand that pushed a release through a popular press release submission website. They expected big traction. They even added quotes, stats, everything. But the opening paragraph? It was flat. It didn’t pull anyone in. The release went live, but barely anyone picked it up. At first, I wasn’t fully sure why. But the pattern became clear once we compared it to similar releases that performed well.

Readers respond to clarity. To meaning. To something that feels relevant right away.

A quick thought worth sharing

Here’s the part that surprised me. If you rewrite just the first three sentences with a bit of human clarity—nothing fancy—everything changes.

Let me give you a quick before-and-after example (keeping it vague for privacy).

Before:
“XYZ Solutions is proud to share its latest customer experience enhancement that aligns with its long-term digital transformation goals.”

After:
“More customers are asking for faster, simpler support. So XYZ Solutions changed the way its help system works, starting today. The update makes the process quicker, especially for users who hate long wait times.”

Notice the difference?
Same announcement.
Completely different energy.

And honestly, I didn’t expect the second version to perform as well as it did. But it did. Journalists picked it up, media blogs wrote about it, and even customers responded. A tiny shift, but a huge result.

It's kind of funny how such a small adjustment changes everything.

A moment from last month that made this even clearer

I was reviewing a set of releases for a tech brand. Good information, strong data, and relevant updates. But each release had the same problem. The content started heavy, like it assumed the reader already cared.

So I asked them, “Why are you writing the most important message in the middle?”
They didn’t have a clear answer. It just “felt normal” to them.

And that’s the thing—habits in PR are strong. Sometimes too strong.

We flipped the structure. Moved the context up, trimmed the filler, and gave the headline and first lines some life. The very next week, one of their releases was quoted by three industry portals and a local business magazine. They didn’t change the message. They only changed how it entered the reader’s mind.

Why this tip works everywhere

Whether you’re announcing a product, sharing an achievement, giving a business update, or even pitching a partnership, the rule stays the same:

Write your first lines for someone who has zero reason to care—yet.

Ask yourself:

• What would make me keep reading?

• What is the real story here?

• Why should this matter today?

• How can I say it quickly without sounding vague?

These questions shape stronger openings. And stronger openings pull in stronger impressions.

Another observation I didn’t expect

Sometimes, the thing that makes your release more visible isn’t the distribution tool or the formatting or the length. It’s simply the tone. The human touch. Something that feels alive rather than polished into emptiness.

Ever noticed how a release with simple words feels easier to trust?
Why does that happen?
Not fully sure, but maybe our minds just like clarity.

And look, you don’t need overly emotional writing. Just a line or two that sounds like it came from a real person who understands what they’re saying. That alone builds credibility.

Bringing it back to the shocking part

So here’s the real tip.
The one that genuinely surprised me when I first noticed it:

Your press release doesn’t need to sound like a press release.
It just needs to sound like something worth reading.

That’s it.
Simple, almost too simple.
But extremely effective.

Once you accept that, your writing changes. Your messaging sharpens. Your distribution results shift. And your brand voice starts sounding less like a template and more like a presence.

Final thought before wrapping up

I mean, we all know how crowded the media space is. No journalist or casual reader has time for long, stiff paragraphs that don’t land quickly. And I’ll say it again because it’s the heart of the whole idea:

Start your release like you’re talking to someone who’s hearing the news for the first time.
Clear. Direct. Human.

That’s the tip that so many brands miss—and yes, it still surprises me how powerful it is.

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