Re: Too much "rich media" pushed to IW Fall 2000 journalists

From: Janet Attard <attard_at_businessknowhow.com>
Date: Thu 02 Nov 2000 15:44:00 -0500

Ramon Ray mentioned the overuse of rich media in PR
announcements, but there's one other thing that
companies trying to reach both the media and their
audience need to be very aware of: That's whether their
press releases, promos, and trade show booths do
anything to say who they are, what they do, and why
anyone should pay attention to them.

I've gotten dozens of press releases that didn't answer
the basic who, what, why, stuff that would make me look
for trade show booths. And at the trade show, the
question I wound up asking most frequently as I looked
at booths near the few I had targetted to see was "What
do you folks DO?"

Before signing off on art work, brochures, advertising
(web or conventional), press releases, etc., I'd
strongly suggest showing the piece to people who aren't
familiar with it and ask them to tell you what you sell
and what the benefit is of buying it from you. Time how
long it takes them to answer you. If it takes them more
than 5 to 10 seconds to figure out what you do, rework
your materials. All the rich media, cool graphics and
neat stuff in the world doesn't do you a bit of good if
your market can't quickly figure out both what you do
and why they should buy from you.

--Janet Attard
Business Know-How(sm)
Content, community, and tools for small and home businesses
http://www.businessknowhow.com
AOL keyword: Business Know-How
Phone 631-467-6826
email: attard_at_businessknowhow.com





Received on Thu Nov 02 2000 - 14:44:00 CST