When you are writing press releases to market your business and you recognize that there are going to be circumstances in which you are writing about anticipated results, one of the things that you’re going to find is that it’s important to add “Safe Harbor” statements. When you make statements about what you expect will happen within your press release writing, it’s important to let readers – whether or not they are members of the media – know that there is the potential that it won’t work out quite that way:
(source) the words “anticipate,” “believe,” “estimate,” “may,” “intend,” “expect” and similar expressions identify such forward-looking statements. Actual results, performance or achievements could differ materially from those contemplated, expressed or implied by the forward-looking statements contained herein. These forward-looking statements are based largely on the expectations of the Company and are subject to a number of risks and uncertainties.
By acknowledging that there are uncertainties and focusing on the goals that you’ve set, you’re likely to find that you are in a position in which if economic situations change or a competitor makes advances more rapidly than you thought that they would, you won’t find yourself having as much to explain. Press release writing that takes into consideration the possibility that things might not work out helps to protect your business from criticism and potential bad press.
