Wednesday, April 06, 2011

Please release me

As someone who once wrote copy to promote the Tory Party at the 2001 election (that worked out well), I sympathise with people who work in PR.

No matter how duff the idea, it will be someone's job to try and interest journalists in writing about it. Some are really quite silly, though, such as this press release I received from a vacuum cleaner company:
"Jogging on a hard surface in flat shoes, with no impact absorption, is neither pleasant nor smooth, making the run uncomfortable and clumsy. This insight is what gave the AEG development team an idea for its new and improved UltraOne vacuum cleaner. To create a vacuum that moves smoothly and produces little-to-no sound, its previous small, hard wheels were replaced with larger sports shoe-like wheels that absorb impact."
Thanks for the insight. How much jogging in flat shoes did you have to do to realise that it was hurting? Anyway, many congratulations, you've invented the tyre.

The art of being a good PR is to find a tenuous angle on which to peg your product. Hence this next email that arrived from Santa Cruz, California:

And what is also happening on that day that merits so many capital letters? Well, let the first line of the press release guide you:
"Was Prince William a frog in a past life?"
Clever, clever. The royal wedding is the perfect peg for a piece on saving frogs, who as we all know are just princes waiting to be kissed. Well done Santa Cruz, although given the royal family's background surely Prince Williams is more likely to have been a kraut in a former life?

Still, they got me to write about their campaigns so maybe these PRs do know a thing or two about grabbing the attention.

1 comment:

Rich Abbott said...

That is utterly brilliant.