diff --git a/discourse-release/announce.sh b/discourse-release/announce.sh
index c102bfc..be31168 100755
--- a/discourse-release/announce.sh
+++ b/discourse-release/announce.sh
@@ -22,9 +22,10 @@ payload=$(jq -n --arg repo "$REPO" --argjson category "$category_id" --arg ext "
   --slurpfile ev "$EVENT_PATH" '
   ($ev[0].release) as $r
   | ($repo | split("/") | last) as $name
-  | ($r.name // "" | if . == "" then $r.tag_name else . end) as $title
   | {
-      title: "\($name) \($title) released",
+      # repo + tag, not the release name: names vary by project (some repeat
+      # the tag, some carry a product name in capitals), tags do not.
+      title: "\($name) \($r.tag_name) released",
       category: $category,
       external_id: $ext,
       raw: (