Feeds

Dr Spinola's PR masterclass

Listen up, all you bunnies

  • alert
  • submit to reddit

Next gen security for virtualised datacentres

Lesson One – the Press Release

Writing a press release is very nearly the worst job in the world [Yeah, and reading the bloody things is the worst – Ed]. But if you follow Dr Spinola's simple rules, you just can't go wrong.

Words and phrases to avoid

Under no circumstances ever use any of the following expressions:
Leverage
Core Competencies
Mission
Set to Explode
Aggressive
Synergy
Headquartered
Groundbreaking
Larry Ellison
Solution provider
Small but fast-growing
Proactive
i820 chipset
World class
Dynamic

Words and phrases to include in every release

Please let us know your required bribe level
The press conference will be held in Antigua

Write two copies of the release

The first is for use in the interminable internal clearance procedure; the second contains information useful to working journalists. This way everyone is happy – the MD fondly imagines his input has been included and hacks don't have to wade through the piffle he insists on including.

Write a snappy headline

Which of the following headlines works best?
"Intel to launch new router"
"Intel to give Cisco a good shafting"

Know when a release is not appropriate

Most companies issue far too many releases. You are a PR professional. If the boss demands you issue a release, don't be afraid to tell him he's wrong. When he sacks you, there are always plenty of vacancies in IT PR. ®

Build a business case: developing custom apps

More from The Register

next story
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
Nuts to your poncey hipster coffees, I want a TESLA ELECTRO-CAFE
Examining the frothy disconnect in indie cafe culture
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
BYOD's dark side: Data protection
An endpoint data protection solution that adds value to the user and the organization so it can protect itself from data loss as well as leverage corporate data.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?