A lot of press releases come to me for review with this opening sentence: “Large Corporation X today announced that …” And here’s the thing: an announcement is not news. Companies announce things all the time. The thing you’re announcing? That’s the news. Take the announcement out of it. You save on words, and gain impact.
So instead of of “Greedy Big Company A today announced that they had acquired Disruptive Start-Up B after months of negotiations,” go straight to the news:
“Greedy Big Company A has acquired Disruptive Start-Up B after months of negotations.” Short, straight, simple – and much more interesting than the fact that another big corporate is making an announcement.