It’s quite an experience being on the main CES press release distribution list during the week of what is unquestionably the biggest consumer electronics show in the United States, if not the world. I have received well over 250 press releases in the last 48 hours (yes, ugh!) and marvel at how otherwise savvy companies are hiring agencies that are so darn clueless.
For example, I must have received at least six press releases – as separate email messages – from the agency hired by Sennheiser. I love Sennheiser headphones, but do I want a never-ending stream of individual releases rather than an executive summary or overview? You bet I don’t.
This latest release, however, from Bowers & Wilkins is worse:
What’s wrong with this? Well, you tell me: what are these press releases about? What products does this company make (no fair visiting their site to find out)? Why would an experienced PR agency like Nicoll PR make this mistake?
I have seen other egregious examples of poorly thought PR too, though I haven’t captured them as screen shots. The worst, to date, is one that was a PDF, which I received as a blank message with a “click to download images from xxx@yyy” link on the bottom. Really lame, and the subject was “CES Press Release” so there wasn’t even a company mentioned!