It’s too depressing to cite examples of dreadful press releases here, but editors get them daily.

This could be because the PRs can’t write, so don’t let them on the account until they can. Look at your training programme and your time investment in this. Even the most clunky of junior writers can make great progress with some guidance and ground rules.

But if you are paying someone to do your PR and it’s obvious they can write, I think you should just let them. But sadly, that’s often not what happens.

There is another reason why editors receive such toe-curling, bland brochure-ware. It’s more common than you might think.

For the uninitiated, here’s a typical sign-off cycle in a midsize tech company:

• The PR drafts the press release for a product launch. Let’s assume it’s pretty good. It tells a story, makes a point, and does it succinctly.
• Then, the head of comms reviews it and tells you to make more of the key messages. It’s a bit more evangelical, but what can you do?
• Next, the head of product reviews it and adds a load of technical detail that probably no one will ever read because it’s boring.
• The head of sales comes to give it a quick once-over, just adding ‘world’s leading’ to the company descriptor. He’s read press releases before, and they always have them.
• Then the head of the division takes forever to review it because he is so very important. He adds some outlandish testosterone-fueled statement that says more about him than it does about the product launch.
• The company lawyer reviews it next. She removes anything remotely interesting at all, and what’s left is littered with trademark symbols.
• Only then can the PR send it out. Three weeks late and to howls of derision from the very same journalists that she rather admires and would very much like to impress…