I never read a press release I liked

Tom Foremski (SiliconValleyWatcher.com) on press releases:

The press release is a statement announcing a product, service, office opening, financial results, partnership, customer win, and a hundred other types of commercial activities. Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat-on-the-back phrases and meaningless quotes. Often they will contain quotes from C-level executives praising their customer focus.

Press releases are created by committees, edited by lawyers, and then sent out at great expense through Businesswire or PRnewswire to reach the digital and physical trash bins of tens of thousands of journalists.

Ever have to come up with a “quote” for a release?

Press Release Drone: “Can you give me a quote for this release. I just need about two lines?”
Me: “Uh, how about blah blah blah blah?”
Press Release Drone: “Perfect!”

I was never any good at writing press releases. Thank god I didn’t have to do it often. But after four years of blogging, I am incapable of writing the bull-shit that is every press release. Sorry, no can do.

BTW, Mr. Foremski doesn’t just crap on press releases, he offers a better way. [via Micro Persuasion]

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