How to Write a Press Release In The Internet Age
As a blogger and freelance journalist, I receive several to many press releases a day, promoting all sorts of products, web sites and events. As a marketing consultant, I write press releases for my clients and struggle with the time and energy that goes into creating something which, well… often isn’t read.
Silicon Valley Watcher, Tom Foremski puts it nicely:
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…
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.
As part of the activity around Earth Day, we've been getting press releases forwarded to us from all manner of companies who want to get their name out in association with "green." And, while it is good that so many companies are recognizing the growing importance of green in all our lives, some of the announcements are full of excitement about what turns out to be some pretty weak activity.