Marian McDonald, former industry magazine editor public relations expert of WriteRelease, recommends not using too many pronouns in writing press releases.
“Lots of companies make the mistake of lifting material directly from brochures and web sites for media releases,” Marian Macdonald says. “Of course, they sound like advertisements and editors need to rework that material for publication, so often just scrap it.”
“When I write a PR tip for WriteRelease’s web site, I also turn it into a media release by adopting a different style,” Marian Macdonald says. “Every statement that might be an opinion is attributed to a WriteRelease staffer and we avoid using pronouns unless they’re part of a quote.”
A rule of thumb for writing press releases for a range of industry publications is to use company names instead of “we” or “our”. This helps with search engine optimization and brand building- all at no extra cost.
