Coming Soon: The Anonymous Press Release
Posted on Monday, September 21st, 2009
ANYPLACE, USA – A leading unidentified company today announced a major contract win to provide unspecified services for an unnamed customer. Terms were not disclosed.
Did I make this up? Not entirely. No company has yet issued a press release completely devoid of fact. But the trend toward “new business” press releases that fail to provide the basic elements of the story is on the rise.
It all began innocently enough when companies bound by non-disclosure started issuing new customer win announcements sans the contract value. They did so knowing full well that a math-less release won’t fly with financial press. But, better to get some coverage than none at all.
Then came the contract win release with customers who won’t talk. “Sorry, no, we can’t meet your request for an interview with the client.” Translation: “Neither my company nor this deal matters much to them.” But, better to get some coverage than none at all.
Then came the contract win release that doesn’t name the customer. The gist of such announcements: “Today we won business with someone for $omething.” Well, better to get some coverage. . .No, stop right there. This is getting downright silly.
What’s next: anonymous announcements that leave off the issuing company’s name and contact info?
I’m waiting in dread for the satiric opinion piece that makes this point. Fortunately, journalists don’t have time to poke fun at encrypted news releases. They’re too busy writing about companies that deliver the news in toto.
PR people universally understand what generates coverage, and push to make their announcements as complete as possible. When a press release ends up gutted, it’s usually due to pushback from other sources: legal departments rightly mindful of contractual constraints, or sales teams reluctant to go back and ask the customer for “one more thing,” like cooperating on PR. Excuse me, but why can’t joint PR be written into the contract? Is that so hard?
The entire point of the “new business” announcement is to show market momentum, move the stock price, and attract other customers. Journalists love a good story, and can help you meet these goals. But you must provide the facts.
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