Sometimes to get noticed you need to be a bit controversial
We’re all drowning in the sea of bland, corporate copy that most communications departments peddle.
With the editorial departments at newspapers and in the trade media now reduced to a one or two person department most press releases are simply getting copied and pasted into position with no editorial control.
This isn’t as good as it sounds – it all sounds the same. What happens next? People stop reading it. Your customers stop reading it.
So how do you get noticed among all of this?
Just be a bit controversial – it sounds simple but most communications departments are restricted by copy guidelines and the fear of senior management that any deviation from the standard press release template will result in you being seen as ‘unprofessional’.
Have a chat with magazine and newspaper editors and ask what they want. I have – and what they’re after is someone – anyone – with an opinion.
Don’t hide behind the corporate mask – put a face to the release. Speak like a real person. And tell people what you think.
Go on – try it. I guarantee you’ll see your coverage explode.
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