Ever notice how some news articles sound suspiciously like they're trying to sell you something? That's because many 'news' stories are actually press releases wearing a journalism costume. Companies write glowing reports about themselves, send them to newsrooms, and overworked journalists sometimes publish them with minimal changes.

This copy-paste journalism has exploded as newsrooms shrink and content demands grow. The result? Corporate messaging masquerading as independent reporting fills our news feeds daily. But once you know the telltale signs, these pseudo-articles become as obvious as a wolf in sheep's clothing – if the wolf was wearing a name tag that said 'I'm definitely a sheep, trust me.'

Press release journalism leaves linguistic breadcrumbs everywhere. The most obvious? Quotes that sound like they were written by a marketing committee – because they were. Real human beings don't say things like 'We're thrilled to leverage our synergies to deliver innovative solutions.' They might say 'We figured out how to make this work better.' When every quote sounds like corporate poetry, you're reading a press release.

Another dead giveaway is the magical absence of problems. Press release stories exist in a universe where products have no flaws, companies face no challenges, and every announcement represents 'groundbreaking innovation.' Real journalism acknowledges trade-offs. If an article about a new smartphone doesn't mention battery life, price, or any limitations, you're reading an ad. Similarly, watch for suspiciously specific numbers that make companies look amazing: '97% customer satisfaction' appears in press releases, while journalism might report '97% satisfaction among the 12% of customers who responded to the survey.'

The structure itself often betrays press release origins. These articles frontload all the positive information, bury any context in paragraph eight, and end with boilerplate company descriptions. They also love passive voice to avoid accountability: 'Concerns have been addressed' instead of explaining who addressed what concerns and how. Real reporters write stories that build understanding. Press releases write stories that build brand image.

The most reliable sign of press release journalism isn't what's written – it's what's missing. Real reporters ask uncomfortable questions. They call competitors for comment. They dig into claims. They add context that might complicate the narrative. Press release journalism does none of this. It's journalism without the journalism part, like decaf coffee that's also missing the coffee.

Look for the absent skepticism. When a company claims their new product will 'revolutionize the industry,' real journalism asks: How? Compared to what? Who disagrees? Press release articles just repeat the claim. When a study shows amazing results, journalists investigate who funded it, how many participants dropped out, and what the limitations were. Press releases present studies as gospel truth. A tech company announcing 'record growth'? Journalists ask about actual revenue numbers, profit margins, and how they define 'growth.' Press releases just celebrate.

The sourcing reveals everything. Press release journalism typically features one source: the company or organization making the announcement. Maybe they'll quote a conveniently enthusiastic customer or a partner who benefits from the announcement. Real journalism includes independent experts, affected parties who might disagree, and context from similar situations. If everyone quoted in the article directly benefits from the story being positive, you're not reading news – you're reading a commercial with paragraphs.

Here's a fun experiment: When you see a too-good-to-be-true news story, copy a unique phrase from it and search Google. You'll often find dozens of outlets running nearly identical articles, sometimes with the same typos. This is the copy machine effect of press release journalism – one company writes a story, and fifty outlets republish it with minor tweaks. It's like a game of telephone, except nobody's actually playing.

The timestamps tell the tale. Press release journalism often appears simultaneously across multiple outlets because they're all working from the same source material, released at the same embargo time. Real investigative stories develop over days or weeks, with outlets building on each other's reporting. When fifteen websites publish the same story within an hour, using the same quotes and statistics in the same order, you're witnessing mass-produced content, not journalism.

Check the bylines too. Press release articles often have no author listed, or they're attributed to 'staff writer' or 'news desk.' Real reporters put their names on their work because they've actually done work. They've made calls, verified claims, and added value beyond ctrl+c and ctrl+v. Some outlets now even label content as 'sponsored' or 'partner content,' which is at least honest. But many don't, leaving readers to figure out that the glowing review of a new restaurant chain was actually written by the restaurant chain's PR team.

Press release journalism isn't always malicious – sometimes it's just the result of understaffed newsrooms trying to fill space. But it fundamentally breaks the promise of journalism: to provide independent, verified information that helps you understand the world. When news becomes a copy-paste exercise, we all lose.

The good news? Once you recognize these patterns, they're impossible to unsee. You'll spot the corporate speak, notice the missing skepticism, and recognize when twenty outlets are mysteriously saying the exact same thing. In a media landscape increasingly filled with disguised advertising, these detection skills aren't just useful – they're essential for anyone who wants to stay genuinely informed rather than subtly sold to.