What is a press statement?

A press statement is an organisation's formal position on a subject, issued to media. It differs from a press release in intent: a release announces news the organisation wants covered, while a statement responds to something already in play — an allegation, an incident, a question put to you. Statements are usually shorter, more defensive in posture, and more heavily reviewed.

How does Intorian learn our voice?

It builds a fingerprint from material you have already published — statements, speeches, articles, transcripts. The fingerprint captures characteristic vocabulary, sentence structure and rhythm, rhetorical register, the values and framings you return to, the topics you handle carefully, and the claims you never make. Drafts are generated against that fingerprint rather than a generic template.

How is this different from a general AI writing tool?

A general tool produces competent, anonymous prose. The difference here is that the output is measured against your organisation specifically: every draft is scored for whether it sounds like you, whether it advances your core narratives, whether it respects your stated prohibitions, and what reputational risk it carries — before anyone approves it.

Does it replace the communications team?

No. It removes the blank page and the drift, not the judgment. Every draft goes through your approval workflow, and the system learns from the edits your team makes — so the corrections a senior editor applies once start showing up in subsequent drafts.

How do you stop five people producing five voices?

Drift happens because each writer works from their own sense of how the organisation sounds. A shared fingerprint makes that sense explicit and testable: instead of arguing about whether a draft feels right, you get a voice-match score with the specific passages that pull away from it.

Sounds like you.
Every time.

Five people writing produces five voices. This produces one — and measures every draft against it before anyone sees it.

Learn the voice · Draft in it · Score it · Ship it

The drift

Nobody notices the drift until someone quotes you back.

Every organisation has a voice. Almost none of them have written it down. So each person drafts from their own impression of it, the register wanders by channel and by author, and the inconsistency is invisible from the inside — right up to the moment a journalist sets two of your statements side by side.

Explicit

the voice written down, not carried in one person's head

Measured

every draft scored against it, not argued about

Consistent

the same organisation on every channel, by every author

How it works

Learn it. Draft in it. Score it.

The voice comes from your own published material, not from a style guide someone wrote in 2019 and nobody has opened since.

01

Learn

A fingerprint is built from what you have already published — statements, speeches, articles, transcripts.

02

Draft

Statements, articles, speeches, social and comments generated against that fingerprint — not a generic template.

03

Score

Six dimensions, including reputational risk and policy compliance, before it reaches an approver.

The fingerprint

What it learns about how you write.

Not a tone-of-voice adjective list. A working description built from your own material, specific enough that a draft can be measured against it.

01

Vocabulary & structure

The phrases you reach for, the words you avoid, how you open and close, your paragraph rhythm and sentence length.

02

Tone & values

Rhetorical register, emotional temperature, your relationship to the reader — and the moral vocabulary and framings you consistently return to.

03

Sensitivities & prohibitions

The topics you handle carefully and how, plus the claims and framings you never make — the things a new hire learns in their first six months, written down.

04

Messaging pillars & audiences

The core narratives you are advancing, and how the register shifts between a regulator, a funder and the public.

Before it reaches an approver

Not "does this read well". Does this sound like us.

Every draft comes back scored on six dimensions, with the specific passage that pulled it off-voice. It turns a matter of taste — which the most senior person in the room usually wins — into something two people can look at together.

Draft · press statementflagged passage

We note the findings published this morning and wish to reassure all stakeholders that we remain fully committed to the highest standards of governance across every level of the organisation.

Off-voice

"wish to reassure all stakeholders" · "highest standards" — corporate register you do not otherwise use; the fingerprint has no instance of "stakeholders" in 60 published items.

Suggested

The findings published this morning are serious and we accept them. Here is what changes as a result, and by when.

Voice score61 / 100

Voice match48

Persuasiveness55

Reputational safety72

Audience fit64

Messaging alignment58

Policy compliance89

Voice match is the outlier. The draft is safe and compliant but it is not you — it reaches for institutional language your published record does not contain, which reads as distance at precisely the moment you need to sound close.

Illustrative extract · not a real statement

Every channel

One voice. Every channel.

The same fingerprint drives every output, so a social post and a speech sound like the same organisation — and the register still shifts correctly between a regulator, a funder and the public.

01

Statements, Articles & Op-Eds

The formal record — responses, announcements, opinion pieces and long-form, drafted to your structure and length.

02

Speeches, Social & Comments

Platform-native social, speeches written to be spoken aloud, and fast comment on a running story.

03

Boilerplate & Audience Variants

The approved description of who you are, reused rather than rewritten — and the same message pitched correctly to different audiences.

04

Approvals & Learned Edits

Nothing ships unreviewed — and the corrections your editors make once start appearing in later drafts, so the system converges on your judgment.

The craft, written down.

Practical guides on message frameworks, the statement/release distinction, quotes that survive the edit, and holding a line across channels.

8 min How to build a message house that people actually use The one-page framework, and why most versions die in a shared drive. 6 min Press statement or press release? The difference matters Different intent, different posture, different review — and when to issue neither. 7 min Writing a spokesperson quote that survives the edit Why most quotes get cut, and what makes one worth keeping. 8 min Keeping every channel on message without a style police Where drift comes from, and the three controls that actually hold. 9 min Defamation risk before you publish (South Africa) What makes a statement actionable, and the defences that hold.

All guides →

Speed without dilution

Hear your own voice back.

The demonstration worth having is your own material. Send us a handful of things you have published and we will show you the fingerprint it produces — and score a draft against it.

First name

Last name

Email

Job title

Organization

Organization type

Message

Thank you — we'll be in touch within one business day.

Sounds like you.Every time.