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  • Writer's picturelynsey

Quick tips for Writing Effective Press Releases without greenWASHING.

Updated: May 9, 2023

May 2023

As a good tech or positive impact startup, you have an important message to share with the world. Whether you're launching a new product or service, announcing a funding round, or sharing a major milestone, a press release can help you get the word out and generate buzz. However, it's important to approach press releases with care, as they can be easily misinterpreted or dismissed if they are perceived to contain greenwashing language. With that in mind, here are a few simple tips for writing a great press release that effectively communicates your message.


1. Highlight Your Unique Value Proposition: Your press release should clearly communicate what

sets your company apart from others in the industry. What unique value proposition do you offer? How are you innovating? What makes your product or service stand out? Focus on communicating your strengths and differentiation in a clear and concise manner.


2. Avoid 'Over Hype': One of the most important aspects of any press release is honesty. Make sure

that you are accurately portraying your company, product or service, and accomplishments. Avoid exaggerations, half-truths, or misleading statements, as they can quickly undermine your credibility. Instead, focus on communicating your positive impact in a clear and factual way.


3. Take Great Care When Making Sustainability Claims: Greenwashing is the practice of making

exaggerated or misleading environmental claims about a product or service. Before using terms like Green, Eco, or Sustainable, it's essential that you are able to explain 'how' and can back up your statements with proof-points.


4. Data And Evidence Are A Must: To back up your claims and make your press release more

compelling, use data and evidence to support your statements. This could include statistics, customer

testimonials, third-party endorsements, and test results.


5. Keep It Concise: Your press release should be concise and to the point. Avoid using jargon or overly

technical language, and make sure that your message is clear and easy to understand. Aim for no

more than one page in length.


6. Make Sure You Include A Call-to-Action: Finally, make sure you include a call-to-action in your

press release. This could be a link to your website, a call to sign up for your product or service, or an

invitation to attend an upcoming event. Make it super clear what you want your audience to do next.


By following these tips, you can write a great press release that effectively communicates your message, highlights your unique value proposition, and avoids greenwashing language. This also provides a good check list for press releases that are created by partners and your agency. Good luck!


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