When CEOs speak: How execs’ quotes doom your pitches

What makes some press releases more effective than others? Mostly it is in the focus of the message. Here is an excellent article regarding something that all of us who are responsible for any type of outreach need to always keep in mind when crafting our messages.

It is so easy to begin any type of advertising or outreach with how great your product or company is. It is much harder to begin with statements about why your customers and prospects would want to use your product or company but they are much more effective. Take a good look at the direct mail, e-mail and the copy of advertisements you see and receive. Or better yet, reread your own press releases and advertisements. How many of them start out directed how great you are, and how many of them begin with why your prospects would / should be interested in you and your product? You will begin to see the difference.

Ever since somehow getting onto the Ragan PR Daily e-mail list I have been reading their articles and have been consistently impressed. If you are interested in PR this is a must read site, don't miss the "must read" section of articles.