Stop Sending Snooze-Worthy Press Releases: Tell Stories That Stick
When a major research university announced a multimillion-dollar AI grant earlier this year, their press release should have generated headlines. But it didn’t. Despite the scale of the news, the release read like a filing cabinet: full of formalities, short on story. No people were quoted. No context was given. By the time the second paragraph had mentioned “strategic alignment” twice, most reporters had already moved on.
The traditional press release format is still widely used, and in many cases, still useful. But when it begins to overshadow the message itself, or strips it of any human dimension, it becomes a liability. Communications teams must go beyond templates and into narrative if they want their announcements to resonate.
What Journalists Actually Respond To
Newsrooms look for unique angles, real stakes and actual people. A merger becomes compelling when it’s about how teams across time zones overcame challenges. A product launch lands when the engineer who built it shares how a key feature almost didn’t make the cut.
Audiences crave clarity, tone and texture. Canva’s funding announcement is a good example. It opened simply: “Canva, the online design platform, has raised $40 million in new funding.” That sentence was picked up and reprinted across dozens of outlets because it was clean and direct.
That simplicity is often mistaken for lack of effort. In reality, it requires precision. A clear sentence that lands with both journalists and audiences means the writer understood exactly what mattered most. Simplicity is not a shortcut. It is the result of editorial restraint.
Poorly written releases, by contrast, often bury the lead under phrases like “synergistic partnerships,” “revolutionary advancements,” or “cutting-edge innovation.” Reporters skim these phrases every day. And when they see them, their first question is often: What is this really about?
Clear writing begins with clear thinking. The most effective communicators start by answering three questions: What is new? Why does it matter? And who will care? Those questions do not appear in a press release, but they shape every sentence within it.
Every Story Needs a Someone
Every announcement is anchored by people. One standout case was when Starbucks expanded mental health benefits for U.S. employees, partnering with Lyra Health to offer 20 free sessions annually. That release opened with a store manager’s story describing how consistent therapy had changed her life. Framing the change through a personal experience elevated the narrative above corporate strategy.
The same principle applies across sectors. A university announcing a new sustainability initiative might begin with a student who pushed for greener operations. A municipal government launching a flood-response program might open with the story of a family affected by rising waters. These are not marketing embellishments. They are how real people experience institutional change.
Finding the human thread takes effort, especially under tight deadlines. But whether it’s the person who built the initiative, used it or advocated for it, focusing on that individual transforms a sterile bulletin into a compelling story.
The strongest communicators work like journalists. They identify a narrative arc. They lead with tension or transformation. And they quote people who speak in clear, accessible language, not just executives reciting pre-cleared statements.
Building Structure Around Story
Structure is still necessary. Headlines, datelines and boilerplates all matter. But they should be crafted to reinforce the story rather than obscure it. One internal comms lead at a Canadian health nonprofit shared that their most successful release last year began with a patient quote instead of partnership details, with the specifics following. Journalists still received the facts, and they also had a human thread to follow.
The best press releases today resemble short feature stories. They combine news value with narrative logic. They avoid over-formatting. And they account for the fact that journalists increasingly scan for quotes, stats and key facts in seconds. The clearer your structure, and the more compelling your opening, the better chance you have of breaking through.
So how can teams get there? Start by outlining the story before writing the release. Who is the central figure? What problem did they face? What changed as a result? Use this structure to determine what details belong up front and which can follow.
Use quotes that add meaning, not just approval. A quote should offer emotion, insight or perspective. If it merely repeats what’s already been said, it is filler. The strongest releases use quotes to introduce new dimensions of the story, often through firsthand experience.
Finally, understand where the release fits into your broader narrative. If your organization has released five announcements about a topic over the past year but no one remembers them, something is wrong. Either the messages were poorly framed, or they lacked continuity. The goal is not just individual coverage, but long-term resonance.
At Broadsight, we’ve worked with many institutions making this shift. When every past announcement, message and media response is tracked and searchable, teams stop guessing what’s been said before—and whether it worked. They build on existing narratives, spot story-worthy angles and break free of templates.
This does not just improve quality. It strengthens institutional memory. It ensures that every statement builds toward something larger. And it gives communications teams the confidence to lead rather than react.
When your next announcement lands, ensure it reads like something a person would genuinely want to read. Not because they have to. But because it offers something worth their time.
To see how Broadsight supports structured, story-first communication, visit broadsight.ca.
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