Did you choose option 2? Which kindy would you choose to check outLink
Here’s a take on why you probably did.
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You turn to a member of your team and say, “Prepare a press release for the launch of the kindergarten.” And that becomes the entire instruction. There is no background, no explanation of why the launch matters, no story about the journey, and no context about what the kindergarten hopes to achieve.

Just the task.

What happens next is predictable in today’s working environment. The staff member opens ChatGPT and types something like “write a press release about the launch of a kindergarten.” Within seconds, a neat-looking press release appears. It contains the familiar phrases, the standard structure, and all the expected wording.

It looks professional.

But it also sounds like every other press release that has ever been written.

The reason is simple. The system was given no real information to work with. Without context, the output becomes generic. It fulfils the task, but it does not communicate meaning. This is not a limitation of the tool. It is simply a reflection of the input.

Instructions Are Not the Same as Leadership

Now imagine a slightly different approach.

Instead of simply saying “prepare a press release,” the leader adds one more step. You ask your staff to prepare a list of questions that you can answer so they have enough information to write the press release properly.

That single step changes the entire process.

Your staff might use ChatGPT to help generate questions. These questions might explore why the kindergarten was established, what gap it addresses in the community, what makes its learning approach different, who it is designed to serve, and what the long-term vision might be.

The staff member then spends time with you going through those questions. Instead of guessing what the story should be, they hear it directly from you.

One useful tip is to record the conversation. When leaders speak naturally, they often reveal insights, motivations, and reflections that would never appear in a short written brief. Ideas emerge, stories surface, and the purpose behind the initiative becomes clearer.

Once the conversation is transcribed, the staff member now has meaningful raw material. They can share the transcript with ChatGPT and ask it to draft a press release based on what was actually said.

Suddenly the result feels different. It sounds more specific, more authentic, and more human.

The Missing Ingredient: A Story

Facts inform people, but stories connect with them.

Most meaningful initiatives begin with a moment that shifts something within a person. Perhaps it was witnessing a child struggle in a rigid learning environment. Perhaps it was seeing how one teacher transformed a child’s confidence. Perhaps it was a quiet realisation about how the earliest years of education shape the way children see themselves.

That moment matters because it explains why the kindergarten exists.

When this story is shared, the press release becomes more than a formal announcement. Readers begin to understand the intention behind the initiative. They see not just an institution, but the human motivation that led to its creation.

Stories give context to action. They reveal what moved someone enough to begin something new.

Turning the Story Into an Experience

The story does not need to stop at the press release. It can shape the launch event itself.

Many events follow a predictable structure. A speech is delivered, a ribbon is cut, photographs are taken, and refreshments are served. Everything is correct, but often forgettable.

When the founding story is woven into the event, the experience becomes more meaningful.

The founder might begin by sharing the moment that inspired the kindergarten. A teacher could speak about the role educators play in shaping young lives. Guests might take part in a symbolic activity that reflects growth, curiosity, or learning.

Suddenly the event is not simply about opening a building. It becomes a moment that reflects the values behind the institution. People remember experiences far more than announcements.

A Simple To Do List 

Why Leaders Must Care First

There is an important lesson in all of this. Too often we ask someone to create something meaningful without giving them the substance needed to do so. We expect engaging communication, but we provide very little to work with.

Good communication does not emerge from a writer working in isolation. It emerges when leaders are willing to share their thinking, their motivations, and their stories. Writers, communicators, and even AI tools can refine and elevate a message. But they cannot invent meaning where none has been shared.

That is why leadership communication begins with something simple. Care enough to explain why something matters. Care enough to spend the time sharing the story. When leaders do that, everyone else can add value. And the result becomes something far better than a generic press release.

It will be a story worth telling that resonates your brand.

What we’ve shared is based on what has worked in our experience. Your business may differ, so make the tweaks you need with confidence. If you’d like support along the way, we’re here to help.

For more help on Media Matters:

Why isn’t the media picking up my story https://wrcomms.org/media-matters-why-isnt-the-media-picking-up-my-story/

Guide on the use of media statements vs media release (https://wrcomms.org/media-matters-guide-on-the-use-of-media-statements-vs-media-releases-and-the-interchangeability-of-press-and-media-terminology/)