We have a rule at Cooper Smith Agency, we don’t announce that we’re announcing. I’ve never understood why anyone would start a press release by saying “XYZ Company announced today…” Isn’t the entire point of a press release to announce something?
At the very least, the announcement announcement is redundant, but worse, it’s boring and a total waste of valuable real estate. If you’ve only got a handful of sentences to catch the attention of a time-strapped reporter, certainly don’t waste any of it on unnecessary words that don’t actually move your story forward.
Just say what you’re up to. And if you can demonstrate the problem it’s solving, even better.
To paraphrase the old Nike slogan – don’t say it, just do it!