The 17 Most Embarrassing Mistakes You’re Making With News Releases: What P.R. Pros Can Learn From Today’s Buzziest News Outlets

“I’d love to read your news release.” Said no one ever.

Why is the news release — a staple of the P.R. industry — so unloved? Hint: It’s not the sin. It’s the sinner.

That is, there’s nothing wrong with the document per se. It’s the way we’re using it that rubs reporters the wrong way.

Why does no one share your releases through social media? Why do they generate so little pick-up by the press? Why do your own eyes glaze over them?

Let me walk through the most embarrassing mistakes P.R. pros make in the most elemental P.R. document.

Transcript

1. CONTACT Jonathan Rick hi@jonathanrick.com FOR IMMEDIATE RELEASE September 28, 2022 JonathanRickPresentations.com What P.R. pros can learn from today’s buzziest news outlets The 17 Most Embarrassing Mistakes You’re Making In Your News Releases
7. vs.
8. Set the Table Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
9. Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com Whet Their Appetite View in browser
10. Let’s Eat Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
11. Leave Room for Dessert Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
12. Don’t Neglect a Digestif Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
13. Set the Table Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
14. purpose 01
15. FOMO
16. flacks vs. hacks 02
17. “There is no greater waste of time than the average news release. It’s overloaded with cotton-headed marketing language, the way your mom crams bug- spray cans into a summer-camp suitcase. Never have so many, written so much, saying so little, to be read by so few.” — MICHAEL LONG
20. Whet Their Appetite Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
21. a landing page 03
22. “I can’t tell you how often I get a news release I’d consider tweeting but it has no direct U.R.L. The info is interesting but it’s not something I’d write up. Still a win if I tweet it, right?” — RUSSELL WORKING
24. contacts 04
25. or this? this? Contacts: Toby Ziegler (734) 524-6623 Sam Seaborn (734) 524-6678 Contacts: For Interviews With President Bartlet Toby Ziegler (734) 524-6623 For Everything Else Sam Seaborn (734) 524-6678
26. or this? this? Contacts: Toby Ziegler (734) 524-6623 Sam Seaborn (734) 524-6678 Contacts: For Interviews With President Bartlet Toby Ziegler (734) 524-6623 For Everything Else Sam Seaborn (734) 524-6678
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29. or this? this? Nathan’s Applauds F.D.A. Findings on Hot Dogs 5 Ways the F.D.A. Just Made Hot Dogs Healthier
30. or this? this? New Study Ranks Top U.S. Cities for Bedbug Infestations These Are the Cities With the Most Bed Bugs Right Now
31. or this? this? New A.C.L.U. Report Reveals That F.B.I. Uses Malware for Surveillance The F.B.I. Can Secretly Turn on Your Laptop Camera Without Turning on the Indicator Light
33. SASC Chairman John McCain on Trump- Putin Meeting “Today’s press conference in Helsinki was one of the most disgraceful performances by an American president in memory. The damage inflicted by President Trump’s naiveté, egotism, false equivalence, and sympathy for autocrats is difficult to calculate.”
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35. Guess what? So what? Nascar Now Partners With 1 in Every 4 Companies in the Fortune 500 Subheadline Headline For the third year in a row, corporate sponsorships continue to skyrocket. Part Purpose Example
36. Business Tech Last project of outgoing C.E.O., Stan Russell Acme Releases Groundbreaking Shovel Acme Releases Groundbreaking Shovel First tool built at all-robot plant Headline Audience Subheadline
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40. Let’s Eat Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
41. facts 08
43. or this? this? The Constitution permits eminent domain only under certain conditions. For example, there must be just compensation, and the property must be put to public, rather than private, use. Of the 189 cases of eminent domain last year, courts found that 160 failed to meet these criteria. The worst abuses occurred in 6 states: Connecticut, Florida, Illinois, Kansas, Nevada, and New York.
44. or this? this? The SOAR Act would give scholarships to underprivileged kids in Washington, D.C., so they can attend the private school of their choice. The numbers paint a dire picture: In 2016, 2,349 students applied for just 234 SOAR scholarships.
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46. or this? this? Christine M. McCarthy has been named Senior Executive Vice President and Chief Financial Officer and Kevin Mayer has been named Senior Executive Vice President and Chief Strategy Officer of the Walt Disney Company, effective immediately, it was announced today by Robert A. Iger, Chairman and Chief Executive Officer. Christine M. McCarthy has been named Senior Executive Vice President and Chief Financial Officer and Kevin Mayer has been named Senior Executive Vice President and Chief Strategy Officer of the Walt Disney Company, effective immediately, it was announced today by Robert A. Iger, Chairman and Chief Executive Officer.
47. or this? this? Apple today previewed iOS 11, a major update to the world’s most advanced mobile operating system, bringing new experiences and hundreds of features to iPhone and iPad this fall. iOS 11 is the biggest software release ever for iPad, with powerful multitasking features, the Files app and more ways to use Apple Pencil. Apple today previewed iOS 11, a major update to the world’s most advanced mobile operating system, bringing new experiences and hundreds of features to iPhone and iPad this fall. iOS 11 is the biggest software release ever for iPad, with powerful multitasking features, the Files app and more ways to use Apple Pencil.
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49. “Republicans are as serious about fiscal responsibility as Paris Hilton is about modesty.” — Marshall Wittmann “It’s like trying to fill the bathtub with the drain open.” — Mary Johnson “You’re spammed if you do, spammed if you don’t.” — Timothy Muris “Is it possible to be quoted yawning?” — Philippe Reines
51. or this? this? “In 2014 we launched T Brand Studio with a small team that focused on creating branded content at a level of quality people expect from the New York Times. That talented team of designers, writers, producers, developers and strategists has grown four-fold in the last year, and we’re excited to bring our market-leading expertise to international advertisers.” “Last year, we were a risky experiment. Today, we’re an indispensable — and soon international — moneymaker.”
52. visuals 11
54. or this? this? There are some things you just can’t get out of your head. A pop song, a line from a movie… a spicy chicken sandwich? When it comes to crave-ability, Wendy’s Spicy Chicken Sand- wich always hits the spot. There are some things you just can’t get out of your head. A pop song, a line from a movie… a spicy chicken sandwich? When it comes to crave-ability, Wendy’s Spicy Chicken Sandwich always hits the spot.
55. or this? this? The U.S. Chamber of Commerce today launched a $5 million ad blitz in dozens of congressional districts across the country to support reauthorization of the Export-Import Bank. The ads can be viewed here. The U.S. Chamber of Commerce today launched a $5 million ad blitz in dozens of congressional districts across the country to support reauthorization of the Export-Import Bank.
56. or this? this?
59. Leave Room for Dessert Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
60. logistical info 12
61. or this? this? Our Q2 2017 earnings call will take place on July 1, 2017, from 10 - 11 A.M. E.S.T., at http://exxon.com/media/2017/Q2. Our Q2 2017 earnings call will take place as follows: DATE July 1, 2017 TIME 10 – 11 A.M. E.S.T. LOCATION http://exxon.com/media/2017/Q2
62. the end 13
63. ### -30- or
64. ### -30- or
65. Don’t Neglect a Digestif Quantis to Join B.C.G. to Accelerate Sustainable Transformation Deal will strengthen climate expertise. v Quantis helps global companies to better understand their climate, biodiversity, water, land, and plastics footprints; and develops and delivers bespoke strategies to align with the planet’s boundaries. v Together, B.C.G. and Quantis will lead the global transformation toward a new planetary economy in which business gives nature a seat at the table BOSTON — The Boston Consulting Group (B.C.G.), the leading global strategy consultancy, today announced a deal to acquire Quantis, a pioneering environmental sustainability consultancy. The parties expect the acquisition to close later this month. Quantis was founded in 2006 and has since grown to more than 250 environmental experts and transformation specialists primarily based in Europe and the U.S. The consultancy has a record of implementing a science-based, systems-level approach to help companies achieve sustainability transformations. “Many of the C.E.O.s I speak to are looking for the kind of deep expertise that Quantis offers,” said Christoph Schweizer, B.C.G.’s chief executive. “Combining B.C.G.’s extensive industry knowledge with Quantis’ deep scientific expertise will create an unstoppable force,” said Dimitri Caudrelier, Quantis’s chief executive. About B.C.G. The Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. About Quantis Quantis helps leading organizations that are serious about reducing their environmental footprint future-proof their businesses and prosper in a new planetary economy. FOR IMMEDIATE RELEASE CONTACT September 15, 2022 Brian Bannister bannister.brian@bcg.com View in browser
66. subject line 13
67. subject line headline Nascar Now Partners With 1 in Every 4 Companies in the Fortune 500 Guess which sports association now partners with 25% of the Fortune 500? Question
68. subject line subheadline Last project of outgoing C.E.O., Stan Russell Lilly, Do your readers know about Stan Russell’s farewell project? Their Nam e
69. subject line quote “Today, we’re an indispensable — and soon international — moneymaker for the company.” Meet the N.Y.T.’s New “Indispensable Money- maker” Im m ediacy
70. social media 14
71. twitter facebook Michael Irvin & Jerry Rice Named 2016 Pro Bowl Legends Captains headline Congratulations to @michaelirvin88 and @JerryRice, the 2016 Pro Bowl Legends Captains! We just named these two Hall of Famers the legends captains for the 2016 Pro Bowl. (Hint: They’re both wide receivers.)
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73. Index
74. Index Share
75. Read Index Share
76. tracking 16
79. blog post 17
80. blog post news release Bloomberg L.P. and Michael R. Bloomberg, its founder and majority shareholder, announced today that Daniel L. Doctoroff will be stepping aside from his role as President and Chief Executive Officer of the company effective at the end of this year. Bloomberg L.P. will not name a replacement, but rather will again be led by Mr. Bloomberg with support from the existing leadership team. A little less than seven years ago, Mike Bloomberg bestowed on me the greatest honor possible: He entrusted me with his company. It is with great pride that I now turn it back to him. At the end of this year, I will step aside as the President and C.E.O. of Bloomberg L.P., and Mike will once again assume the helm of the company he founded.
83. @jrick jonathanrick.com/ newsletter jonathanrick presentations.com