Press Releases Have Become Way Too Hyperbolic

I'm fed up. At this point in my career, I'm tired of writing the most milquetoast, pushover, inoffensive, coddling copy that (seemingly) every brand wants to use in marketing and advertising communications. "We help build solutions." "Our people are our secret sauce.""Customer service sets us apart.""We're eco-friendly.Every brand says this. These ... See more

Reaching wide audiences requires all-terrain language, and the urgency of the present moment, amplified by chronological feeds, doesn’t allow for much stylistic variety. Efficiency is key — compressing as much information as possible to the least amount of words is the ideal of all communication.

While I do agree that many areas of interaction, like... See more

And one of the biggest lies that internet culture tells us is that something is only important and interesting if it is new. As someone whose day job is at a nonprofit newsroom, I have a front row seat to the consequences of that lie. Convincing anyone to read a story that is more than a week old is an uphill battle

GO DIRECT: THE MANIFESTO I. TRADITIONAL PR IS DEAD. For too long, founders have yielded control over their narratives to media and middlemen. Before the internet, it was by necessity. The way to reach large audiences was through the media, and the way to get media coverage was… Show more

“The best approach in over-communicated society is the oversimplified message.” — Al Ries