PR: What Not to Do: Forgetting Where You Are

It’s very important, with a press release, to realize that you’re talking to an international audience. So if you want coverage for your local event, it’s a huge help if you put the physical site of your news in at least the first paragraph of your release.

I was reminded of this with a recent email. The headline conveniently said “A Comic Ship Is Reaching Out to Local Artists: The Shop Will Be Hosting a Monthly Art Jam and Other Events In 2011″, but it wasn’t until the next-to-last paragraph that they bothered to say they were located in Florida. Which made their classes and get-togethers not relevant to me.

Also, all the event links were to Facebook, which I don’t support. Perhaps that makes me recalcitrant or old-fashioned, but I’m not going to create an account on a site I disagree with just to see your marketing copy. If you think this:

Facebook login

is the best representation of your store or event, then I’m not part of your audience anyway. This is the internet, open to everyone. If you want us to read your information enough to craft a press release, then put it where we can all get to it, and give us the key information we need right away up top.

View other examples of what not to do.


6 Responses to “PR: What Not to Do: Forgetting Where You Are”

  1. Ed Catto Says:

    Good advice, Johanna!

  2. Grant Says:

    These “What not to do” articles you write never fail to make me laugh. Good stuff.

  3. Keith Bowden Says:

    [applause]

    Hear, hear!

    [/applause]

  4. Josh Blair Says:

    If it’s a public event, there should be no Facebook registration/log-in required.

  5. Johanna Says:

    That’s what I thought, but that’s what I got when I clicked these particular links. Maybe someone didn’t set it up right?

  6. takingitoutside Says:

    In an old job I used to compile a list of upcoming events in the Washington area, so I would sign up for event announcements from all of these organizations that had offices in the DC area. Time and time again, Organization A’s satellite (or main) office would want everyone to know about their Special Event, so I’d get all excited… and then find out that I’d just wasted a bunch of my time transcribing event details that I had to delete. It was a pain.

    And don’t feel as though you need to preface your comment about FB links with an “I don’t use it” disclaimer. I do use it, but I would not go to the trouble of logging into the site just to read an advertisement. I hate it when companies try to make you work for the privilege of seeing them try to sell you something. I categorically refuse to assist in their efforts, and if I remember the company’s name I avoid it.




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