Details Matter: Nice to Meet You via This Press Release
Have you ever been in an interview and received the dreaded first question: “Tell me about yourself” Suddenly, you’re deciding which version of you to share: Are you a scientist? A parent? A thoughtful company contributor? Do you lead with your job title, your personality, or your passions?
Press releases face the same challenge – and reporters, analysts, investors, and even AI summarization tools, are relying on the answer to quickly decide if your company matches their interest area. These readers expect a press release to answer that dreaded question upfront … “[Company Name], a [descriptor] company, today announced …”
The descriptor words quietly carry a heavy load. They’re doing the crucial work of introducing your company to anyone who’s never heard of it and reminding others who you are.
Yet, many companies miss the mark. Some spend time trying to bolster the descriptor with marketing-ese, a turn-off for many reporters and investors. For other companies, the phrase is an after-thought. Some teams will even spend months debating strategic messaging, product positioning, and vision statements, while the boilerplate first sentence stays inconsistent, over-done, or even off-message.
So, what should those words say?
- Provide a Broad View of the Business
This first phrase should give readers an understanding of your company’s core function. If you’re in biotech, say so. If you’re focused on diagnostics or oncology or rare disease, say that. Think of it as your elevator pitch reduced to a single floor.
- Put Yourself in a Known Category
The world is busy. Reporters and investors rely on mental filing cabinets: biotech company, rare disease startup, diagnostics provider. These categories help people understand your relevance and how you fit into the broader landscape. If you skip this part or get too creative, you risk confusing people or forcing them to dig (which they may or may not take the time to do).
- Avoid Specific Products or Claims
This intro isn’t about what you’re announcing today, it’s about who you are. You’ll get plenty of space in the body of the release to talk about your latest IND acceptance or data readout. The intro is just the “hello,” not the main point of the press release.
- Steer Clear of Superlatives and Jargon
Leave “best-in-class,” “next-generation,” and “first-of-its-kind” out of the introductory phrase. These words can sound overstated, especially to journalists looking for objectivity. Instead, opt for language that’s factual, neutral, and informative. Your credibility depends on it.
Not Ideal:
“XYZ, the leading innovator in cutting-edge revolutionary biomolecular therapeutic modalities …”
Ideal:
“XYZ, a clinical-stage biotech company developing therapies for rare neurological diseases …”
- Be Consistent
Once you’ve landed on the right intro phrase, stick with it. Consistency across press releases helps build recognition and reinforces your company’s identity.
In an age where attention spans are short and information flows fast, your press release intro might be the first, and only, impression someone gets of your company. Make sure it says what you want it to!
