As a B2B marketer whose worked in numerous technology companies I've worked with people who think that a marketing launch consists of a press release and a brochure. I'll bet most of you have had the same experience. As if that isn't funny enough, these same people think that customers actually read press releases. Maybe a few financial analysts who track the stock scan the releases for relevant info (usually finding nothing of any real consequence) but customers, come on, who are we kidding? How many times do you read the releases of your suppliers? Hardly ever I bet, and sadder still, when you do read them you find loads of vague claims, industry jargon, and silly superlatives.
Kuddos to my buddy David DeRosa, a true PR professional, who sent me this article by Scott Baradell in MarketingProfs ... 8 Telltale Signs Your Press Release is Bullshit. A must read for any B2B marketer. Don't get me wrong, I'm not slamming PR. It is an essential tool for marketers. Rather, I'm pointing out the folly of focusing so heavily on releases. I'd rather get one good bylined article placed than crank out a dozen press releases that few, if any, customers read. This seems like pretty simple logic to me so I'm continuously amazed by the fact that senior execs spend incredible amounts of time word smithing releases over and over (and over) again.