When I scrolled through emails offering story ideas, the number of writers who typed the actual words “press release” on their press releases confused me.
Companies and government agencies might believe adding the words press release makes an email to media more official, separating the information from other informal exchanges. I question even this philosophy considering just about any information relayed to the media is fair game, whether the facts are quickly thumbed out on a Blackberry or reviewed by too many cooks in the marketing kitchen.
But too many businesses and PR pros add press release to their pitches as if a college professor is peering over their shoulders, ensuring they follow protocol. Press release not only seems unnecessary, but the words may actually negatively impact a pitch’s success. When I reported, pitches with press release on top immediately indicated someone was sending me the same information everyone else was receiving. No one was handing me an exclusive or offering me a scoop because I was special. I simply was on somebody’s media list. Someone instead was sending a statement typically filled with jargon and worded too formally. I imagine some classically trained PR pros could impress upon me why the words press release are more necessary than I realize, but I’m pressed to think of too many examples.