In a press release I never invent or make stuff up. It is a funny thing, but everything I write is a version of a client’s language and writing. Often clients send marketing copy or answer questions that I asked them and I then craft all that into a press release along with facts and key information.
What is always helpful is having lots of words given to me. Telling the story through the hierarchy of information supports the speedy understanding of what it is all about by time-poor journalists.
Press releases are very much a collaboration, with my role being to maintain the story and language suitability for that press releases audience. It’s actually more ‘crafting’ than writing.