PR staff are often under pressure to energize ordinary announcements and other information by hyping up the text to gain executive or client approval. The takeaway for you: use better words than “excited” or “exciting” in your writing. No wonder journalists delete most releases. Use better words than “excited” in your writingįake news! Many press releases over-excitedly announce information that has no real news value – it is in effect fake news. Reputation, trust, stakeholder relations (29).
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