Tragic disasters have a way of putting everything else in context as what some would call “first world problems.” Inconsequential to the max, when compared to losing not just your home, but your neighborhood… your community to savage wildfires.

But clear, strong messages are just as important, and I think there’s a small but worthwhile point to make – and not for the first time here.

There are a couple of large organizations who are among those who put out great news releases, but rankle me in a relatively minor way that’s hopefully worth pointing out, in hopes they reconsider one specific style.

It makes total sense to speak in first person – “we,” “our,” etc. – when you as an organization are communicating with people one on one – in letters, emails, newsletters and the like.

But when it comes to news releases, for publishing by others it … just doesn’t work. Third-person language is the only clear way to go.

Otherwise, things can get confusing – even more so if the same news release shifts between first- and third-person language.

It might feel odd to speak in third person when writing a news release, if you live in a first-person world. But the message is way clearer when you do.

And of course, I have nothing but prayers for safety, an end to the wildfires and coming together for strong recovery for people in the L.A. area. That’s way more important, now.