“We Are Pleased”

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“We are pleased to announce…” So many press releases rely on this conventional turn of phrase. Uninspired and archaic, it is among the most overused and least meaningful expressions in public relations — especially in B2B communications.

Whenever I see it in a press release, I wonder why they couldn’t think of anything better to say. If you are announcing good news, isn’t it obvious you feel good about it?

Declaring you are happy doesn’t tell your audiences why your news matters to them. And, isn’t that the point?

I advise my clients to focus on communicating information that’s important and messages that are meaningful to the audiences they are trying to reach. In business, that’s not likely to have very much to do with how delighted you happen to feel.

Jean Kindem