Your baby isn’t that pretty. Really.

OK, got my cranky pants on today, so here goes.  I get about a dozen press releases a day, most of which breathlessly tell me about something I NEED to know about – like right now!

This is your baby in a PR release.

And of course, I NEED to tell you, dear reader, all about the new product/executive hire/office location/logo/study that is so damn important it makes North Korea’s nuclear threat totally inconsequential.

Like these…

  • Formaspace just unveiled a new virtual furniture designing tool that is going to shake up the world of office furniture procurement
  • I’m writing to suggest a story idea for Managed Care Matters on the top three “fake it till you make it” hacks for entrepreneurial millennials.

  • Below is VisualVault’s latest press release sharing the exciting news of their new Director of Healthcare Solutions, Kathy Biggers.

And those are just from today. Many are so far out of my (and probably your) area of interest it’s hard to imagine how they found MCM. I wish I knew, then perhaps I could hide from them.

I get it – the executive at company X thinks their news is really, really important. Ground-breaking. Game-changing. A Black Swan, Unicorn, or some other super-cool mythical beast. What they don’t get is the more they send, the less anyone pays attention.

A few suggestions…

  • Press releases should be about important stuff. Think of it this way; if you got your announcement from some random organization, would you care? Really?
  • STOP with the hyperbole and adjectives. The more hysterical you are, the less anyone cares.
  • Target your stuff precisely. DO YOU CARE ABOUT OFFICE FURNITURE?
  • Be brief, to the point, use short sentences and bullet points.
  • Personalize the release – use the addressee’s name and tell her/him why s/he should care.





One thought on “Your baby isn’t that pretty. Really.

  1. Joe,
    Thanks for making me smile and laugh a little. You are on point.
    I read blogs and Industry Bulletins daily. However, I only share 1 or 2 on per week. There’s a lot of “noise” out there.

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