What should communicators do differently?

To stand out, communications professionals should change up their templates and change out the language to be more reflective of reality. How many people are truly thrilled or excited by a new product announcement? Chances are, only the folks who have worked on that project might have that level of emotional engagement. Thus, don’t let the PR person write the release alone – get the unvarnished contributions from the project manager, the engineer, the designer, the people who legitimately are proud of their work, and let them speak to it in their own language. You’ll find the content is far more engaging and authentic.

Methodology Statement and Disclosures

Trust Insights extracted 30,996 press releases in the English language from Google News/GDELT^[2]. The timeframe of the study was January 1, 2019 to August 24, 2019; the date of extraction was August 24, 2019. The method of matching the terms was exact match using PERL regular expressions. The correlation method used was Spearman regression, due to the non-parametric nature of the different metrics.

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