Interesting comments. Especially the one about quality. Proof-reading, control of the a design process and quality finishing are so important. Often, people will see something written in a press release or on an invite before they interact with you. If there are errors and mistakes in what you send out, you've already struggling in the battle for a good first impression.
Tom O'Sullivan | 08.01.06 - 11:59 am | #

Tom:

Thanks for commenting.

If I could add a point, however ...writing quality isn't just about proofreading or errors. Interesting, informative writing is critical to attracting readers, especially since you are competing with all forms of media for attention.

We see a lot of good writers in the PR blogosphere. But I know that that level of quality doesn't exist in depth throughout the corporate communications and agency worlds.
John Wagner | Homepage | 08.01.06 - 2:07 pm | #

This is good advice John. Many times we receive releases that have incorrect info on them. The day doesn't match up with the date for example. We ask which one is it? Sometimes the releases are so long and confusing, that they get thrown in the trash.
mikemcguff | Homepage | 08.01.06 - 2:26 pm | #

Mike, thanks for sharing that observation. Those kinds of errors are unforunately common, and are a perfect example of how many PR functions struggle with the basics.

Readers ... Mike is a blogger but also a news producer for one of Houston's leading television stations (and a former reporter himself). So he no doubt sees a lot of bad releases!
John Wagner | Homepage | 08.01.06 - 6:42 pm | #

"Set high standards for writing and design." This is advice that doesn't get said or followed enough.

I am, at heart, a writer. This is my first love and the thing I fall back on when all else fails. It's the reason why I always scoff at the argument that the press release is dead. It's the way I get out the message I want, regardless of lack of budget or inadequate timelines.

I work for non-profits and small businesses quite a bit. I've had some very good marketing and PR successes with them, using limited resources. A lot of the success of these projects has been due to stepping away from what was expected, pushing communications in a new direction and paying attention to details.

I always say that the basics are what count. Nice to see someone agree with me.
Paloma Cruz | Homepage | 08.02.06 - 12:09 am | #

Paloma ... I'm with you 100 percent.
John Wagner | Homepage | 08.02.06 - 8:19 am | #