Very few companies get PR. Many think a press release is a high-resolution PDF created on company letterhead that looks pretty.
— The CEO looks at it and smiles.
— The marketing guy looks at it and smiles.
— If and when reporters get it, they just scratch their heads.
Aesthetically, this is a fabulous press release. Content-wise, there’s nothing there.
Recently, Dayton, Ohio-based CertifiChecks Inc. filed for bankruptcy. Just another casualty of these uncertain economic times. A recent press release from BedandBreakfast.com jumped on this news by offering to redeem CertifiChecks at a discount. That’s a pretty bold offer and great way of leapfrogging on another company’s bad news.
Eric Goldreyer, CEO of BedandBreakfast.com, was quoted in the press release: “We hope our offer will make it easier for folks holding these certificates. B&Bs are affordable, local, and make for a great getaway. It’s a shame if people have to scrap their plans because of CertifiCheck’s bankruptcy.”
Whether or not this press release creates serious media attention, it sends a strong message of integrity and creates media goodwill. A core message throughout many of BedandBreakfast.com’s press releases are that B&Bs are an affordable getaway alternative. This press release continues to enforce that message.
That’s why BedandBreakfast.com gets my vote as Best Press-Release-of-the-Week™:
And the candidate for Worst Press-Release-of-the-Week™ is actually a media alert:
The headline tells nothing about the importance of this media alert.
— Why does this video matter?
— What is Willis?
— Why is this announcement important?
— There is no company boilerplate in the alert.
— There is no mention of a specific industry.
I can’t help but think this was a true opportunity lost. Very few journalists are going to bother researching a company without a strong foundation.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. To subscribe to PR Fuel, visit: http://www.ereleases.com/prfuel/subscribe/.