Key Takeaways
- Press release bodies default to third person because editors expect objective, news-style writing rather than a marketing voice.
- First person, “we,” “our,” or “I,” belongs almost entirely inside direct quotes attributed to a named executive or spokesperson.
- Second person, “you” and “your,” fits blogs and marketing copy but rarely belongs in a release aimed at journalists.
- Mixing first and third person in the body reads as an advertisement and can lower a release’s chance of media pickup.
- AmpiFire’s AmpCast AI helps a correctly written release reach beyond a single media pitch, extending its distribution once the point-of-view rules are applied.
Why Press Releases Default to Third Person
Press releases use third person throughout the body, with first person confined to quotes from a named spokesperson. Many writers default to the “we” voice they use in emails and marketing copy, then wonder why their release gets passed over by editors. That mismatch between conversational tone and newsroom expectations is one of the fastest ways to get an announcement ignored.
The rule also tightens or loosens depending on where the release runs. A version pitched to media outlets needs strict third person throughout, including the boilerplate, while a branded post published straight to a company’s blog or LinkedIn page has more room for first person. Companies that write one version and use it everywhere often end up with copy that reads like an ad before it ever reaches an editor’s inbox.
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The Third-Person Standard in Press Release Explained
Third person is the default because a press release is written for the media rather than the public. Editors expect copy that reads like a news story, so the company is named and then referred to as “it” or “they.”
This objective form signals that the release reports facts rather than selling a product. The line “Acme Corp launched its new app today” reads as news. The line “We launched our new app today” reads as an advertisement.
The third-person rule applies to the full body, including the boilerplate section, which describes the company as an external source would. Consistency is part of the standard. A release that opens in third person and shifts to “we” partway through loses its news framing.
When Does First Person Belong in a Press Release?
Inside Direct Quotes
A named executive or spokesperson speaks in first person inside quotation marks. This is the one place a first-person voice is acceptable in a press release.
For example: “We built this platform for small teams that cannot afford enterprise tools,” said CEO Jane Doe. Text outside the quotation marks remains in third person. This structure keeps the release objective while attributing subjective statements to a source.
Digital, Social & Branded Releases
Online and social releases apply the rule less strictly. A branded post published directly to a company blog or LinkedIn page can use first person, because the audience reads the brand rather than a journalist’s report.
A release intended for media distribution retains the third-person body. The point of view should match the destination: media distribution uses third person, and owned channels allow first person. When one announcement serves both, write the third-person version first and then adapt it for owned channels.
Writing Tips to Get Press Release Point of View Right
A few habits keep point of view consistent from headline to boilerplate:
- Name the company on first reference, then use third person. Apply “it,” “the company,” or “the brand” after that, and keep the form throughout.
- Restrict “we,” “our,” and “I” to quotes. Every first-person word should sit inside quotation marks, attributed to a named spokesperson.
- Keep second person out of the body. A release addresses journalists, not customers, so “you” and “your” do not belong in the main copy.
- Review the draft for sales-pitch sentences. A line that sounds promotional usually indicates first or second person and needs rewording.
- Use quotes to add value, not repetition. A quote should add insight or context rather than restate facts, and it works alongside the core elements editors expect.
First & Third Person Examples
The following examples show the split in a release.
Third-Person Body Done Right
“Riverside Bakery today announced the opening of its second location in downtown Austin. The bakery will offer expanded seating and a new coffee program.”
The company is named and then referenced in third person. A quote carries the subjective element: “We are pleased to serve the downtown community,” said owner Sam Lee.
The First-Person Mistake to Avoid
“We are excited to tell you that we just opened our new store.”
This version uses first and second person in the body and reads as an advertisement, which gives an editor grounds to reject it. The correction moves the first-person statement into an attributed quote and returns the surrounding sentences to third person.
First Person vs Third Person: Quick Reference
| Point of View | Use It For | Example |
| Third Person (Default) | The full body, headline, and boilerplate | “The company announced its new service.” |
| First Person | Direct quotes only (freer use in owned digital or social posts) | “‘We designed this for small teams,’ said the CEO.” |
| Second Person | Marketing copy, blogs, and web pages, not releases | “You can try it free for 30 days.” |
Write in Third Person, Then Let AmpiFire Extend the Reach
Point of view is a small rule with a big effect on whether a release reads like news or an ad. Third person keeps the body objective, first person stays boxed inside quotes, and second person stays out entirely. Get this wrong, and even strong news can get passed over by editors. But even a perfectly written release only reaches as far as the outlets that choose to pick it up, and that is often just one channel.
AmpiFire’s AmpCast AI takes a release built on the correct point of view and turns it into eight content formats, including news articles, blog posts, interview podcasts, longer informational videos, reels/shorts, infographics, flipbooks/slideshows, and social posts. It then distributes these across 300+ high-authority sites, from Fox affiliates to Spotify and YouTube, so the message reaches audiences far beyond a single media pitch.
Frequently Asked Questions (FAQs)
Do quotes in a press release have to be real, or can I write them myself?
In practice, the company drafts the quote, and the named executive approves it, so it counts as real because the person signs off on it, even though a writer produced the wording. This is the question people actually have once they learn that quotes carry the first person.
What if my company name is plural or a “we” is part of the brand name?
The grammatical subject is still the company as a single entity, so “the company announced” holds regardless of a plural-sounding name, and that keeps the third-person frame intact.
How many quotes should a press release include?
Usually one or two. Quotes are the only place first person is allowed, so adding more starts to read as promotional rather than newsworthy. A quote should add insight or context rather than restate facts already in the body.
Should headlines and subheadings follow the same point-of-view rule as the body?
Yes. The headline and any subheadings stay in third person, and the only first person anywhere in the release sits inside quotation marks.
How can I ensure my press release has a broad reach?
A well-written press release only works if people see it. AmpiFire’s AmpCast AI takes a single announcement topic, transforms it into multiple content formats optimized for different platforms, and distributes them across many high-authority sites. Instead of relying on news coverage alone, businesses reach audiences across search, social media, video, and podcast platforms from a single campaign.
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