Reality Check: Press Release Hype vs. Honest Storytelling
Press releases have long been the ultimate hype machine, especially before any product launch or event. Everything is counted as a “game-changing”, “revolutionary” or “first-of-its-kind”—the kind of claims to make you raise an eyebrow. In a world where every launch is pitched as ‘the next big thing,’ startups and big brands alike are racing to create as much hype as possible. But let’s be honest, people are over it.
In 2025, both audiences and journalists are more skeptical (and less patient) than ever. Nearly 68% of journalists said they are tired of press releases that are full of exaggerated claims, per a recent survey. And customers? They are only looking for authenticity, not for unnecessary hype. In a matter of seconds, they can recognize an inflated announcement. And when they do, your credibility is lost, not just damaged. Why, then, are we still caught up in the hoopla around press releases?
What’s wrong with creating a little press release hype?
Hype isn’t always a bad thing. A little excitement can make a story pop—press releases are, after all, designed to grab attention. But when the sizzle outweighs the steak, things fall apart fast. Whenever you oversell your news, trust will be harmed. People will feel disappointed and misled if you claim your product is “a revolutionary innovation in AI” when it is actually only a small algorithm change. It is difficult to regain that trust after it has been lost. Credibility is valuable in 2025, and audiences aren’t giving it up readily.
The problem doesn’t stop there. Journalists are inundated with hundreds of press releases every day. They can spot exaggerated claims from a mile away, and if yours reeks of press release hype, it’s heading straight to the trash. Meanwhile, consumers—especially Gen Z and Millennials—aren’t buying spin either. They have grown up pointing out brands that overpromise and underdeliver, creating memes, and fact-checking. These days, hype that lacks substance not only fails, but backfires.
But how can we identify press release hype?
Come on, we’ve all been there. Whether writing one or reading one, we’ve all come across a press release that sounds like it’s hyping the next moon landing. Sometimes it’s in the name of building excitement, sometimes it’s just about generating buzz for a new product or service. And hey, a little flair isn’t the problem—it’s when the hype drowns out the substance that things get messy. To really see what we mean, let’s break it down and look at what a typical press release hype situation looks like.
Buzzword Overload: Words like “innovative,” “groundbreaking,” “unprecedented,” and “disruptive” are PR candy. They sound impressive but are often hollow. If your press release reads like a TED Talk gone rogue, it’s time to rewrite.
Vague Claims Without Proof: “We’re transforming the industry” sounds great—until someone asks how. Specifics matter. If there’s no data, testimonial, or demo to back it up, it’s fluff.
Superlatives Without Context: Claiming to be “the best” or “number one” in your field? Cool. But says who? Where’s the third-party validation? Awards? Independent reviews?
The Never-Ending Future Promise: “This technology will change the world.” Maybe. But what is it doing now? Hype often pushes value into a vague future rather than showing current impact.
How do you cut the hype and still get attention?
Let’s be clear: “ditch the hype” doesn’t mean “be boring.” It means creating compelling, truthful stories that earn attention instead of demanding it. Here’s how to do it:
Lead With the Truth—But Make It Matter: Start with what’s actually new or different. Maybe you didn’t reinvent the wheel—but maybe your product makes it spin a little smoother. Tell that story.
Use Data, Not Drama: Numbers don’t have to be dry. They can tell a story. Instead of saying, “Our app is the fastest,” say, “Our app reduces loading time by 45%, saving users an average of 30 minutes a week.”
Quotes That Sound Human, Not Scripted: Ditch the robotic CEO quotes. “We are excited to announce…” is snooze-worthy. Instead, write something that sounds like a human actually said it:
“When we tested this, we realized we could save people hours every week—that’s huge.”
Balance Optimism with Honesty: It’s okay to acknowledge where you’re still growing. “We’re still testing this in beta, but the early results are promising.” That sounds real. People appreciate that.
Examples of real press releases that cut through the noise
Consider this hypothetical example of a mid-tier SaaS provider that rolled out a remote team communication tool in 2025. Rather than hyping it as “the future of work,” they took a refreshingly honest approach. In their imagined press release, they focused on real, relatable outcomes: “In our first three months, 500 teams used [Tool Name], and 84% said it helped them cut meeting time by 30%.” It’s data-driven, practical, and exactly the kind of messaging that builds credibility with journalists and consumers alike.
Now, think about a fictional eco-friendly fashion brand launching a new denim line. Instead of making vague claims like “We’re saving the planet,” they get specific: “Our new line reduces water usage by 60%, and we’re publishing our full sustainability report next quarter.” That kind of transparency doesn’t just sound good—it demonstrates accountability. And in today’s skeptical market, proof (even in a hypothetical scenario) beats hype every time.
Cut to the chase
Press release hype doesn’t cut it the way it used to. People want the truth—and they want it told in a way that’s exciting without being exaggerated. Hype can be helpful, but it needs to be grounded in facts, data, and authenticity. You’re not just selling a product—you’re telling a story. Make it real. Make it matter. That’s the kind of release that earns headlines, clicks, and loyalty.
