Know your audience.
That's a good tip for pitching any journalist, blogger, or consumer. It's clear PitchPoint Public Relations understands this.
On Tuesday afternoon, the company--which consists of Chicago-based PR pro Mitch Delaplane, an Apple computer, and his dog Sally--issued a press release titled, "The most amazing press release ever written." And it purported to be--that's right--the best press release ever written. How meta.
If you work in the business press and cover PR and marketing--like me--this press release will catch your eye. If you're a company looking for a stunning example of a press release, and you enter "amazing press release" into Google, guess what, Delaplane's prose appears on the first page.
Like I said, he knows his audience.
Here's a copy of the press release. What do you think?
The Most Amazing Press Release Ever Written
PR Professional Distributes Groundbreaking Press Release
CHICAGO, Jan. 11, 2011 /PRNewswire/ -- Mitch Delaplane of PitchPoint Public Relations has issued the most amazing press release ever written. While hundreds of press releases are distributed daily, Delaplane feels this particular release will go down in history as the most amazing press release that has ever been written.
"I've been in the business for over ten years and have to say, I'm speechless," claims Delaplane. "The title alone grabs you and demands that it be read. Then there's this quote that completely takes things to an entirely new level. I'm proud of this press release. In fact, I think it is [really] amazing."
Typically reserved for company news announcements and other public relations communications, the press release has long been the favored default for informing media about exciting, groundbreaking news. Then this news release comes along and changes everything people thought they knew about press releases.
"I'm quoting myself again because the first quote didn't do it justice," says Delaplane. "If you're still reading this news release, then you know what I'm talking about when I say it's something special. In fact, it's 483 words of pure awesomeness. When it crosses the wires, I believe history will have been made."
The science behind this Earth-shattering news release lies in its simplicity - no science, just pure old press release craftsmanship. It started with an incredible brainstorming session that asked a very simple question: "what makes a press release amazing?" Elaborate notes from that brainstorm were then formulated into mesmerizing sentences, paragraphs and pages...all expertly designed to make you pause and reflect at the brilliance of this press release.
Every single word of this news release was track changed, stetted, then track changed again to its original draft. Upon final approval, it was spell checked, fact checked and printed for posterity. The result is a two-page, 1.5-spaced news release that is like no other news release in existence.
According to PitchPoint Public Relations you have just read the most amazing press release ever written. If you agree, tell Mitch at mitch@pitchpointpr.com or follow him on Twitter at Lifeisamitch.
If you disagree, issue your own press release and prepare for war.
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Posted by Anonymous | January 31, 2011 11:46 AM
Posted on January 31, 2011 11:46
@Ragan, good debate started and i've read every comment below, so interest secured. But, I wonder... Only one response mentions the SEO element you highlighted in the prelude (though a few perhaps allude to it). So, I wonder who 'got it.' Sure, the repetitive nature grates, sure it doesn't tell us much outside of the original aim, BUT... No.1 on Google, flew around the web and is being read and discussed (here and /or elsewhere). Point made? Goal achieved? I would say so... Until the next optimisation change anyway... Well done Pitchpoint! ;o)
Posted by @moodydudeaul | January 23, 2011 8:53 AM
Posted on January 23, 2011 08:53
@Ragan, good debate started and i've read every comment below, so interest secured. But, I wonder... Only one response mentions the SEO element you highlighted in the prelude (though a few perhaps allude to it). So, I wonder who 'got it.' Sure, the repetitive nature grates, sure it doesn't tell us much outside of the original aim, BUT... No.1 on Google, flew around the web and is being read and discussed (here and /or elsewhere). Point made? Goal achieved? I would say so... Until the next optimisation change anyway... Well done Pitchpoint! ;o)
Posted by @moodydudepaul | January 23, 2011 8:51 AM
Posted on January 23, 2011 08:51
This really put a buzz in the hive. Mission accomplished. Appreciate the satire, Mitch.
Posted by Casual comments | January 17, 2011 9:52 AM
Posted on January 17, 2011 09:52
It got me hooked in to read the full thing so it worked very well. Very well written.
Posted by Michelle | January 13, 2011 11:22 PM
Posted on January 13, 2011 23:22
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PAK
Posted by Anonymous | January 13, 2011 1:06 PM
Posted on January 13, 2011 13:06
Dave Eggers scooped this guy years ago with his cool memoir title:
"A Heartbreaking Work of Staggering Genius"
In both cases, content did not measure up to headline.
Posted by Elizabeth | January 13, 2011 11:42 AM
Posted on January 13, 2011 11:42
"Just because a release is attention grabbing, doesn't mean it's 'great.'"
Actually, Dave S., that's exactly what it means. The entire point of a press release is to get attention. Trying to get a press release to do more than that is what causes most of them to be craptastic.
For all of you who wrote, "I wouldn't have read this, except that I saw it on this blog or that blog," I just wonder if you realise how unbelievably stupid you sound. You read it. Period. End of story.
Finally, all of us here, including myself, should have just had a laugh and moved on. Critiquing a fictional press release? Really? How many of you wrote that he has too much time on his hands, without at all thinking about the time you're spending bitching about somebody taking a fun look at our work for once.
It's a funny, satirical piece. Well done, and thanks for the laugh!
Posted by Chad | January 13, 2011 11:13 AM
Posted on January 13, 2011 11:13
I've written more news releases than this guy has had hot lunches. It's not "The Most Amazing Press Release Ever Written." Clever, yes. Amazing, far from it.
Posted by Dookie Blanket | January 13, 2011 9:53 AM
Posted on January 13, 2011 09:53
Don't you have something better to do with your talent?
Posted by Rachael Bishop | January 13, 2011 8:32 AM
Posted on January 13, 2011 08:32
I think it would have been MORE amazing if Sally had been quoted.
Posted by Julie Simpson | January 12, 2011 6:52 PM
Posted on January 12, 2011 18:52
Poor Scott Edwards is being blamed for stuff he didn't say. The "Posted By" name appears BELOW the comments and line -- not above (which, granted, is a little confusing). "Wordy" was the culprit.
Loved this clever release -- reminds us all to not take ourselves so seriously.
Posted by Don | January 12, 2011 6:36 PM
Posted on January 12, 2011 18:36
"Upon final approval, it was spell checked, fact checked and printed for posterity."
Check again! I found punctuation and other errors.
Posted by Alan Bunnell | January 12, 2011 4:55 PM
Posted on January 12, 2011 16:55
Completely predictable.
Posted by David Hodges | January 12, 2011 4:32 PM
Posted on January 12, 2011 16:32
CLEVER!
Posted by Suzanne | January 12, 2011 3:06 PM
Posted on January 12, 2011 15:06
To clarify my first post: a press release is NOT a news release and the terms should NOT be used interchangeably.
Posted by SH | January 12, 2011 2:49 PM
Posted on January 12, 2011 14:49
This is why, if you want real news, look for news releases.
Posted by SH | January 12, 2011 2:36 PM
Posted on January 12, 2011 14:36
Clearly this opens the door for the next most amazing news release ever to be written
Posted by rich | January 12, 2011 2:20 PM
Posted on January 12, 2011 14:20
Very funny...and very smart: look at the buzz generated.
Posted by Janet Killen | January 12, 2011 2:01 PM
Posted on January 12, 2011 14:01
Certainly made me laugh!
Posted by Jill | January 12, 2011 1:53 PM
Posted on January 12, 2011 13:53
@ Scott Edwards:
If you are going to criticize someone, make sure you have your own stuff together.
1) So does your response.
2) No one cares!
3) It may be a little too long, but it's not "to long."
4) That depends on the audience.
g
Posted by Press Maven | January 12, 2011 1:42 PM
Posted on January 12, 2011 13:42
well played!!!
Posted by Amy | January 12, 2011 1:38 PM
Posted on January 12, 2011 13:38
In response to Scott Edwards' lament above, in point #3, don't you mean "too" long?
Do we really need grammatical bean counters itemizing errors and keeping track of general cognition, sublimating an otherwise inanely well-composed piece of...uh, satire to their indignant, self-important standards?
Here's my list, Scott:
1) Writing is a craft.
2) Mitch has mastered it.
3) You have not.
Posted by RT | January 12, 2011 1:32 PM
Posted on January 12, 2011 13:32
I like it. It's obviously self-promotion, but it's also educational on the typical flow of a press release. Very creative...
Posted by TJ | January 12, 2011 1:28 PM
Posted on January 12, 2011 13:28
Brilliant satire, albeit not original. I did this two years ago on Dutch, proclaimed the press release dead. With grammar and stuff screwed up and all. Funny! Created quite a storm. Well ddone dude! This one's even better.
Posted by remco janssen | January 12, 2011 1:26 PM
Posted on January 12, 2011 13:26
Excellent work, Mr. Delaplane! My favorite part: "I'm quoting myself again because the first quote didn't do it justice."
Posted by ahedger | January 12, 2011 1:23 PM
Posted on January 12, 2011 13:23
You must be kidding.
Oh, I get it - his dog wrote it.
Posted by Producer | January 12, 2011 1:20 PM
Posted on January 12, 2011 13:20
"I want the last 2 minutes of my life back."
Why? So you can look for someone new to dismiss?
And Wordy... it's "too" not "to" -- it's a good idea to copyedit your own words before criticizing.
Posted by Anonymous | January 12, 2011 1:17 PM
Posted on January 12, 2011 13:17
If all you see is the superficial, this is silly. If you can see beyond the surface and if you know your stuff, this shows that he understands press release writing, SEO, viral marketing, and more -- and that he can think outside the box. Oh, and he got 15 minutes of fame out of the effort to boot. I'd say that makes him super smart, or lucky, or both, but however you slice it, it would make me want to hire him if I needed PR. I'm a magazine editor, and it's the first press release I've read start-to-finish in a very long time.
Posted by Nancy | January 12, 2011 1:14 PM
Posted on January 12, 2011 13:14
If what he set out to do was grab someone's attention and promote his business, I'd say this was a pretty clever approach. I certainly was entertained.
Posted by Jessica | January 12, 2011 1:14 PM
Posted on January 12, 2011 13:14
Just because a release is attention grabbing, doesn't mean it's "great." Sure, he got people's attention, but what did he do with that attention? Answer: Not much. I expected him to get to the point after the first quote, but he never really made a point. A wasted opportunity if you ask me.
Posted by Dave S. | January 12, 2011 1:13 PM
Posted on January 12, 2011 13:13
I want the last 2 minutes of my life back.
Posted by Julie | January 12, 2011 1:07 PM
Posted on January 12, 2011 13:07
This is brilliant self promotion. What's with all the tight-a$$e$ getting up in arms about it? Top Marks to Mitch Delaplane
Posted by Luke | January 12, 2011 12:52 PM
Posted on January 12, 2011 12:52
Anyone who has ever written a news release or hundreds of them should smile at this... Self-promoting? No, more tongue-in-cheek as someone had to do this... and, what, he wasn't going to identify himself? Give him a break.
Posted by Scott Edwards | January 12, 2011 12:49 PM
Posted on January 12, 2011 12:49
I hope this is satire because:
1) It includes grammatical errors.
2) It uses hyperbole, and worse, uses it outside of direct quotations.
3) It's way to long and repetitious.
4) No self-respecting reporter, editor or publisher would look at it for more than the time it takes to smile, shake the head and toss.
Posted by Wordy | January 12, 2011 12:47 PM
Posted on January 12, 2011 12:47
It IS brilliant. Just check out the comments. Negative or positive - it accomplished exactly what a press release is meant to accomplish: it got people's attention and created a buzz. Hats off to Mitch.
Posted by J Blair Brown | January 12, 2011 12:46 PM
Posted on January 12, 2011 12:46
Ha! Hilarious. It may not be the most amazing release ever, but it was sure the most entertaining.
Posted by rk | January 12, 2011 12:45 PM
Posted on January 12, 2011 12:45
If his point was to prove that the press release is still a viable form of generating conversation and creating buzz - then he made his point. Whether you love it or hate it we're all talking about it.
Posted by Mia | January 12, 2011 12:43 PM
Posted on January 12, 2011 12:43
I get what you are going for, but I have seen this done by PR interns more times than I can count. You are not the first or the last to write a satirical press release, and frankly, I've read funnier.
Posted by Kate | January 12, 2011 12:41 PM
Posted on January 12, 2011 12:41
I only read the release because PR Daily (a credible source) mentioned it. Otherwise, it would have missed my astoundingly observant eye. BUT I like it. It's a goof. It's fun. We have to joke around once in a while when we write, especially in PR. Let's face it, by and large we're a dour bunch and most of what we write is dour. Oops. Now I've gone and done it.
Posted by Don Bates | January 12, 2011 12:38 PM
Posted on January 12, 2011 12:38
Ah, but you all read it. So did I. That's the point.
Posted by Allison | January 12, 2011 12:29 PM
Posted on January 12, 2011 12:29
OK, so he was making a point.
Posted by Q | January 12, 2011 12:18 PM
Posted on January 12, 2011 12:18
Must be a slow news day at Ragan...even while the Tuscon memorials are underway. What about some educated commentary about "blood libel," leadership and PC language?
Tag, yer it.
Posted by Pat Smith | January 12, 2011 12:17 PM
Posted on January 12, 2011 12:17
If he thinks that is going to help him drive business, ok... Sounds like he just had some down time on his hands to put this together. PR and news experts understand the reality and purpose of news releases as well as the misuse of them.
Posted by Anonymous | January 12, 2011 12:16 PM
Posted on January 12, 2011 12:16
Oh, I get it. It's just that it's sophomoric.
Posted by gpt | January 12, 2011 12:13 PM
Posted on January 12, 2011 12:13
Judging by the comments, this went over a lot of heads.
Posted by Mike | January 12, 2011 12:11 PM
Posted on January 12, 2011 12:11
Speaking of 'getting it' or not: How does one reply to a client who asks: "Can you please provide templatesd and the mechanics of what you do so I can have someone else do it?" I've done work for him for many years.
Posted by Stan Hurwitz | January 12, 2011 12:06 PM
Posted on January 12, 2011 12:06
I can't believe people are questioning its value. We're reading it and talking about it here!
Posted by Anonymous | January 12, 2011 12:01 PM
Posted on January 12, 2011 12:01
He's asking for it with "If you disagree, issue your own press release and prepare for war."
Where are your editors PR Newswire?
Posted by Anonymous | January 12, 2011 12:00 PM
Posted on January 12, 2011 12:00
Hey, I guess if you don't get it, you don't get it. I get it! It's as smart as it is funny.
Posted by Nancy | January 12, 2011 11:59 AM
Posted on January 12, 2011 11:59
How can we be of help? Shall we call the social workers for Sally?
Posted by Anonymous | January 12, 2011 11:47 AM
Posted on January 12, 2011 11:47
It's silly but not actually funny or even clever. I'm not hiring him. Maybe the dog but not him.
Posted by whatever | January 12, 2011 11:44 AM
Posted on January 12, 2011 11:44
Man ... lighten up everybody ... jeez!
Posted by Dennis | January 12, 2011 11:42 AM
Posted on January 12, 2011 11:42
This is worthy of more comments because the press release itself is a threatened species. People know exactly what to expect when they see them. They fill space. If news organizations find them interesting, they fill space on news sites.
However, they are not the "highest and best use" of a PR practitioner. Ideally, organizations hire PR people for their leadership and strategic value. The best PR people are able to do many things well and a press release is just one of those things.
Give Mr. Delaplane credit for being creative, but we should be more concerned that the press release remains such a staple. It may no longer be the cornerstone for building careers in PR. For that foundation, the production and use of video and strategies that target the right audience (albeit fewer people) is the way this industry is heading.
Just my opinion, of course. When I meet with students I typically warn them they should spend more time mirroring the style of the organization than practicing writing press releases in class. Legacy media is only part of the equation.
Posted by Kyle F. Reinson | January 12, 2011 11:36 AM
Posted on January 12, 2011 11:36
n
And humble, too.
IMO, the best part - the release is just under the 400-word limit, so he avoids an extra charge and just paid the minimum to distribute it.
Course, I could do something else with that money and often do. But then, I am a failure and know nothing about self-promotion.
Posted by noozprof | January 12, 2011 11:29 AM
Posted on January 12, 2011 11:29
And humble, too.
Best trick: he came in under the 400 word limit, so he only paid the minimum. I could find a better use for $400, but hey - I'm a failure and just don't get it.
Posted by noozprof | January 12, 2011 11:26 AM
Posted on January 12, 2011 11:26
BRILLIANT!
Posted by Ice K | January 12, 2011 11:15 AM
Posted on January 12, 2011 11:15
Assume that he's still fishing for his first client and assumes that silliness is a good lure.
gpt
Posted by gpt | January 12, 2011 11:10 AM
Posted on January 12, 2011 11:10
I have to admit, I was drawn in and I read every word of it. I thought it was funny, having written hundreds of press releases over the past 30 years. The form is so familiar, it lends itself to parody -- like a Tennessee Williams play, or a "hit" song on the radio that has the formula chords: VIm / IV / V / I. I also recently opened and read an email that had in the subject line: Subject line goes here, although that was not intentionally ironic.
Posted by Michael Reinemer, American Association for Homecare | January 12, 2011 11:05 AM
Posted on January 12, 2011 11:05
Clever. I get over a hundred press releases a day and I can't remember the last time I read one all the way through. I agree with the comment about the Onion, though. Who knows, maybe he even cribbed it from there.
Posted by Anonymous | January 12, 2011 11:04 AM
Posted on January 12, 2011 11:04
Much ado about nothing!
Posted by Kini Plumlee | January 12, 2011 11:02 AM
Posted on January 12, 2011 11:02
Content is just a little bit better and more interesting than most press releases sent out these days...
As usual, those it shows up shout the loudest...
Posted by creel | January 12, 2011 11:02 AM
Posted on January 12, 2011 11:02
More important, what does Sally think of it?
Posted by Anonymous | January 12, 2011 10:52 AM
Posted on January 12, 2011 10:52
Oooh, how meta. Like it or not, most press releases actually are this puffed up and pointless.
Posted by Joanne Wallace | January 12, 2011 10:47 AM
Posted on January 12, 2011 10:47
Reminds me of a report I wrote in seventh grade. The report was about how much I hated writing reports.
Posted by Anonymous | January 12, 2011 10:45 AM
Posted on January 12, 2011 10:45
Idiotic.
Posted by Laura | January 12, 2011 10:43 AM
Posted on January 12, 2011 10:43
Why would Ragan waste my time with this. PitchPoint? NoPoint!
Posted by Anonymous | January 12, 2011 10:40 AM
Posted on January 12, 2011 10:40
Someone has The Onion book in his bathroom.
Posted by Anonymous | January 12, 2011 10:40 AM
Posted on January 12, 2011 10:40
Got the guy top billing on a national PR news feed. Pretty amazing for a news release with no real content whatsoever!
Posted by WB | January 12, 2011 10:37 AM
Posted on January 12, 2011 10:37
Amusing? Yes. Effective? Debatable. I know who PitchPoint PR is now, but do I think he has too much time on his hands? Yes
Posted by RS | January 12, 2011 10:33 AM
Posted on January 12, 2011 10:33
Slow day at the agency, apparently.
Posted by Anonymous | January 12, 2011 10:24 AM
Posted on January 12, 2011 10:24
"...and printed for posterity."
That one had me really laughing!
-PR guy who remembers printing press releases and having to use big, fat Burrelle's books for media lists....
Posted by SCott | January 12, 2011 10:19 AM
Posted on January 12, 2011 10:19
Is he high?
Posted by Anonymous | January 12, 2011 10:18 AM
Posted on January 12, 2011 10:18
I have to admit, you got my attention. But after I read this, I remembered why I typicaly don't read these blast emails. Complete waste of time -- usually just marketing companies trying to get your attention -- with very little to offer. I won't be fooled again.
Posted by Brock | January 12, 2011 10:14 AM
Posted on January 12, 2011 10:14
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Posted by RM - InBoundmarketingpr | January 12, 2011 10:13 AM
Posted on January 12, 2011 10:13
I think it's a Pr stunt gone bad. I would not have known about it if I had not read it on this blog. That means he had almost no coverage.
Posted by Dr Letitia Wright | January 11, 2011 11:09 PM
Posted on January 11, 2011 23:09