11 June 2007

Another unusable press release

If an organisation has a funny name you would have thought that it would offer as many opportunities as possible for journalists to get it right in any articles that they write. For example, if you send out a press release, then give a writer the chance to "copy and paste" from the release into their own articles. Indeed, for many PR people the perfect press release is one that the press simply copies and pastes, without bothering to add their own unhelpful adornments.

Pöyry Energy Consulting, for example, has those funny dots in its name. So rather than leave it to a poor hack to hunt out the right bits on their keyboard, why not put the names in a prominent place in the press release?

They have, actually, well sometimes. But the latest "News from Poyry" - yes, that is the unhelpful subject of the email message - points at a press release that is a PDF file. Just one problem, whoever created the file decided to allow journalists to print copies but not to "copy from this document," as Acrobat describes the security setting.

This is not the first press release we have seen in this format. There was another one last year. When we raised it with the PR person responsible, he replied that he had no idea why the company opted for that level of security. Our guess is that the person who made the PDF file just didn't think about the journalists who might have used the press release.

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