Why the sign off process can kill a good press release
Is a badly written press release down to the PR officer as journalists love to think, or all the layers of people it must go through to get sign off?
It’s too depressing to cite examples of dreadful press releases here, but editors still get them daily. This could be because the PRs can’t write, in which case 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, then really 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 – and it’s more common than you might think – and that’s thanks to all the people that contributed to its creation.
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, does it succinctly.
- Then the head of comms reviews it, make more of the key messages, it’s a bit more evangelical, but what can you do?
- Then the head of product reviews it, and adds a load of technical detail that probably no one is ever going to read cos it’s very boring.
- Then the head of sales gives it a quick once over, and just adds ‘world’s leading’ to the company descriptor, cos he’s read press releases before and they always have that.
- Then the head of the division takes forever to review it because he is so very important, and adds some outlandish testosterone-fueled statement that says more about him than it does about the product launch.
- Then the company lawyer reviews it, and she removes anything remotely interesting at all and what’s left is littered with trademark symbols.
- Then, and only then, can the PR send it out – obviously three weeks late and to howls of derision from the very same journalists that she really rather admires and would very much like to impress…
Go on step on the grass… when it’s OK to go off message
Another of Sam Howard’s pet
In PR you hear a lot about being ‘On Message’. This is very important isn’t it? Being On Message, having your people rehearsed and slick, so they can always be On Message? Oh pulllease.
If a journalist knows what you’re going to say before you open your mouth why would he/she bother to rock up for the interview? I mean seriously, what’s in it for them? If they just want the corporate spiel, they’ll check out your website. If they want to talk to you it’s cos there’s a vague hope that in and around the adaptable-scalable-innovative-flexible monologue you might actually have a view, say something interesting, topical, original, human even, and actually provide some decent copy.
The best view to have, I think, is one that runs contra to the stream. Back in the mid 90s when I laboured over my very first press release, I was super diligent about being fact-based and succinct, (I had been trained well, forever in debt Mr Springett) but I didn’t have the confidence to write the quote for my boss. So instead, I wrote, “Say something contentious here.” And he did, and it worked a treat. Mr Caplin, gotta love him and even if you don’t, he always makes great copy.
On occasion, it’s OK to fess up to that slightly dodgy implementation when your record is normally great, and you can demonstrate you have learned from it. Or to admit the recession might be taking its toll on you too, but you are gonna haul your weary backside out of it, or die trying.
You see the joy of sometimes wondering off message means that when you do get back on it, your audience might actually believe you. And isn’t that quite important? Besides, whoever wants to hear somebody else’s diet is going really really well?
When I work with my PR clients we work hard on looking at where we can first and foremost add some value/originality to the debate. You know not everything that comes out of your mouth is necessarily going to be that great and that’s where your trusted PR comes in – they can tell you what to run with and what not to bother banging on about, because it is irrelevant or just actually not that interesting. Sometimes it is all about the team singing from the same hymn sheet, but other times you just need to know a good tune.