Comments on: Don’t Kill the Press Release, Shoot the Messenger

By: Irina Hutu

Irina Hutu — Mon, 23 Aug 2010 19:34:34 +0000

I hope you still reply to posts these old. I was doing some research today on the future of press releases- I'm an intern in a small PR office in the UK- so I still read a lot, research my steps and ask for second opinions. It was very interesting to read your posts on SEO releases and SMPRs, amazed when I saw how old they are 2006-2007!!! (erm…that's before I even decided to study PR). We clearly don't do SMPRS, and I don't believe I'll have any success in suggesting them, but there are other things that got me thinking, so I have a question. Do you believe your suggestions for changing the traditional press release (or simply writing honest good ones) apply to all types and sizes of companies? I generally agree with them and I am all for writing smart and respecting the audience, but I wonder if it is that easy or there is also a context and environment to consider. What I mean, in our small office we often write press releases for small companies, that are not always newsworthy and are usually picked up by specialised literature or small local newspapers. Even if I believe we have good writers, you sometimes just have to put a spin on it because that is what local newspaper want and will publish: cheesy stories (talk about insulting intelligence). Although they are out there for everyone, it's the kind of material general readers tend to find dull, unless there is something sensational about it.
So what is it then, a case of old fashioned bad PR or knowing who you are dealing with?

By: Ana Yoerg

Ana Yoerg — Mon, 20 Aug 2007 22:42:00 +0000

Good points!! Here's another resource with tips on release writing for a modern audience. CMS Wire's Angela Natividad just published Top Five Tips For a Great Press Release.

Rather than reading like a series of traditional PR do's and don'ts, she points out a few key do-not-forgets, like synchronizing your website to the release and knowing your audience: "Respect their intelligence and they’ll respect yours," she writes. "Be brief. Be relevant. Drop the hyperbole."

It's a brief, relevant, hyperbole-free article, useful for anyone from first-time entrepreneurs to longtime PR professionals.

By: Brian Solis

Brian Solis — Tue, 06 Feb 2007 15:12:00 +0000

Thanks Ryan, I really appreciate it. I read your post…you’re exactly right! It’s the difference between a shotgun and a sniper rifle. Plus, it couldn’t hurt to just apologize in that case. Keep up the good fight!

By: Ryan Clark Holiday

Ryan Clark Holiday — Tue, 06 Feb 2007 05:25:00 +0000

Great article, as usual. I enjoy the fact that your site isn’t about frills or cheesy Web 2.0 design–just quality content.

I had the very problem you’re talking about in this entry w/ Edelman last week. I think you hit the nail on the head, Press Releases are for people whose content can’t sell itself.

Here’s my writeup. http://rch.rudiusmedia.com/archives/2007/02/the_epitome_of_lazy_pr.phtml