How to Write a Press Release That Doesn't Sound Like Corporate Bragging

You've got good news. You want to share it. But somewhere between your head and the page, it turns into: "XYZ Corp, the industry-leading provider of world-class, innovative solutions, is thrilled to announce…"

And just like that, a reporter hits delete.

Here's how to share genuinely impressive news without sounding like you're shouting about yourself.

Why bragging backfires

Journalists are trained sceptics. Unproven claims make them trust you less, not more.
Readers tune out ads. If it sounds like marketing, people treat it like marketing.
Canadians especially dislike hype. Here, humility and proof tend to land better than hard selling.

Cut these words (or prove them)

The usual suspects:

Leading, industry-leading, world-class, best-in-class
Revolutionary, game-changing, disruptive, cutting-edge
Thrilled, excited, delighted, proud to announce
Innovative, unique, unparalleled
Solutions (when you mean a product or a service)

If you can prove it — "the first Calgary clinic to offer X," backed by a source — say it plainly. If you can't, delete it.

Show, don't tell

Telling: "We provide exceptional customer service." Showing: "The clinic answers every call within two rings and has kept the same front-desk team for eight years."

Telling: "Our company is growing rapidly." Showing: "The company has grown from 3 to 22 employees since 2023."

Numbers, names, dates and specifics are naturally convincing. They let the reader decide you're impressive.

Make it about them, not you

Shift the focus from your company to the people affected:

Customers who benefit
The community that gains something
Employees whose lives change
The problem that gets solved

"We launched a new service" becomes "Calgary seniors can now get prescriptions delivered same-day."

Write quotes humans would say

Corporate quote: "We are excited to leverage our synergies to deliver enhanced value to our stakeholders."

Human quote: "Honestly, we built this because my mom couldn't get to the pharmacy last winter."

Read every quote out loud. If you'd be embarrassed to say it at a dinner party, rewrite it.

Watch out for AI-speak

AI tools love corporate filler. If you're drafting with ChatGPT, strip out the fluff before you send. More on this in Can I Use ChatGPT to Write My Press Release?

Let third parties do the praising

The most credible praise comes from someone else:

A customer quote (with permission)
A partner organization's statement
An award or ranking from a recognized body
Real numbers from a pilot or survey

Why this matters for coverage

Bragging is one of the top reasons releases get ignored — reporters can't use promotional copy in a news story. We break down the media's perspective in Why Do Most Press Releases Get Ignored?. And plain, human releases are exactly the kind journalists like to pass along: How to Write a Press Release That Journalists Will Share.

Extra tip for service businesses

If you sell expertise — legal, financial, health, consulting — it's tempting to oversell. Instead, share useful insight. We cover this in How to Write a Press Release for a Service-Based Business.

The bottom line

Facts brag better than adjectives. Lead with impact, show your proof, and let the reader be impressed on their own.

Quick FAQ

Can I still celebrate a win without bragging? Absolutely. Share the win, then explain what it means for customers or the community, and back it with specifics. Gratitude and context read as confident. Superlatives read as insecure.

Want news that sounds confident without sounding cocky? That's the Blastily voice. Start your Blast at blastily.com.