Let’s dive into the heart of communication strategy:
– announcing good news without resorting to clichés.
For many PR pros, “We’re thrilled to announce…” has become as familiar as the keyboard on which they type.
Just search it on LinkedIn right now and you’ll see a plethora of it:
But there’s a need for fresh, authentic ways to share good news, especially in our social media-dominated world.
Let’s hear from comms and PR expert Lindsey Bradshaw who shared insights on alternative announcement phrases and strategies.
What’s inside:
Shaping stories with substance
Q: How do you move past cliché press release language to create announcements that capture attention and tell a real story?
A: Press releases are meant to tell stories using facts.
I use data, research, and customer testimonials to tell compelling stories.
Data should come from proprietary sources, like user data or surveys.
Research is the same concept, usually partnering with analysts or 3rd party vendors.
Customer testimonials come in the form of quotes or case studies, focusing on the challenge, the solution, and the ROI benefits.
When you use all three (data, research, and testimonials) to make brand announcements, you’ll drastically reduce clichés — since every story comes with its uniqueness.
Turning away from tired tropes
Q: What are the biggest missed opportunities in press releases that rely on generic phrases like “We’re thrilled to announce”?
A: Press releases that rely on these generic phrases miss the chance to immediately grab the reader’s attention and convey the value of the news.
These phrases are overused and don’t add any substance, which can cause a press release to blend in with others.
Instead, I recommend leading with a compelling hook that answers the reader’s most pressing question: Why does this matter?
Start with a bold statement, a surprising fact, or the immediate impact of the announcement.
For example, instead of “We’re thrilled to announce our new product,” try something like, “Small businesses can now cut data backup times in half with our latest solution.”
This approach communicates the value upfront and positions your announcement as essential reading.
Creative and compelling announcement phrases
Q: What are your go-to phrases for sharing good news for a brand, beyond “We’re thrilled to announce/share…?”
Please share as many as possible.
A: “We’re taking [specific action/step] to [achieve specific goal/impact].”
“In response to [market trend/challenge], [brand] is unveiling [announcement].”
“We’ve reached a new chapter in [industry/initiative] with [announcement].”
“Making [specific industry/purpose] better has always been our goal.”
Conveying authenticity during sensitive times
Q: What’s your process staying authentic when communicating sensitive organizational changes or developments?
A: When communicating sensitive organizational changes, authenticity comes from balancing transparency, empathy, and clarity. Here’s my process:
- Understand the context: Fully grasp the situation, impact, and key details.
- Define the message: Be clear, and direct, and avoid jargon or spin.
- Tailor to the audience: Adapt the tone and content for employees, customers, or partners.
- Acknowledge challenges: Address concerns honestly to build trust.
- Provide context: Explain the “why” and outline the next steps or solutions.
- Show empathy: Use human-centered, compassionate language.
- Encourage dialogue: Offer opportunities for questions and feedback.
- Ensure consistency: Align with the organization’s values and past communications.
Step up your announcement game
You now have expert insights and strategies (at your fingertips) to take your announcement game to the next level.
You can shape compelling stories with data and research and craft authentic messages during sensitive times. The opportunity to captivate your audience goes beyond the worn-out phrase “We’re thrilled to announce…”.
Embrace these social media announcement examples and inject some creativity into your communication. Make every announcement a chance to connect with your audience.
Leaps is an AI tool that makes capturing insights from your subject matter experts (SMEs) easy — no meetings or calls needed.
It then transforms those insights into Q&A article (you probably just read one on this blog) or detailed content outlines for thought leadership, contributed articles, and more.
Fun fact: We used Leaps to gather insights from the expert featured in this article (yes, without calls!) and to outline this very piece.
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Hi, I’m Victor Ijidola, co-founder @ Leaps, an easy way to get insights from your SMEs — no calls needed — and turn them into detailed, expert-led content briefs and outlines. If we're not connected yet, I'd love to meet you! 🙂
