What tense should a press release be written in? This is a common question among those who are tasked with crafting press releases for their organizations. The answer is not as straightforward as one might think, as the choice of tense can significantly impact the effectiveness and readability of the release.
Press releases are designed to convey newsworthy information in a clear and concise manner. The tense used in a press release should reflect the timing of the information being shared. Typically, press releases are written in the present tense for the following reasons:
1. Present Tense for Current Events: When discussing events that have already occurred, the present tense is appropriate. This emphasizes the timeliness of the news and makes it more relevant to the reader. For example, “The company has just launched a new product line.”
2. Present Tense for Ongoing Activities: If the press release is about an ongoing activity or a project that is currently in progress, the present tense is also suitable. It highlights the relevance and continuity of the activity. For instance, “The charity organization is currently running a fundraising campaign.”
3. Present Tense for Future Events: Contrary to common belief, it is acceptable to use the present tense to describe future events. This is because the present tense can create a sense of immediacy and anticipation. For example, “The conference will be held next month.”
However, it is important to note that the past tense should be used sparingly in press releases. The past tense is typically reserved for events that have already occurred, and it should be used to provide context or to backtrack on previous information. For instance, “Last year, the company achieved a significant milestone.”
In conclusion, the tense in which a press release should be written largely depends on the nature of the information being conveyed. The present tense is generally preferred for its clarity and relevance, but the past tense can be used to provide context. It is crucial to maintain consistency throughout the release and to choose the tense that best reflects the timing and significance of the news being shared.
