(Total Views: 710)
Posted On: 11/23/2020 2:06:04 PM
Post# of 149728
HCIT: Not at all shocked. Incompetent marketing strategy and tactics continues to be the bane of this company. My bet is since NP opened his mouth it'll end up negative by end of day.
"The Force" you refer to is "compelling human interest" and the competition is not some inexplicable nefarious evil- it is simply thousands of other news stories. Failure to properly communicate the importance and significance of this data in is simply piss poor management. Basic marketing 101. How to write a PR.
Look at the structure and context of just this "story". The failure is very easy to spot: This is fantastic news! But they immediately dilute the impact of the news and fail to tell a story. The purpose of a PR is to get real media to pick up the story. So you have to have a story. The best way to get that is to write the story for the reporter/editor.
This PR has:
1) Non-compelling self-centered and run-on title. No media will use that title. Write it for them.
2) Low impact run-on sentences. Re-writing poorly crappy PR copy is a very low priority job for reporters and editors. Write correctly.
3) Highly diluted message with multiple data and no story line, no "focused hook" about the importance of the S/C issue: That even with a vax millions will still get COVID. Reporters/editors do not create news or context; nor have time to research & re-write the core focus of the story.
4) No quote from external/independent references to validate and provide follow up leads. Again, asking reporter/editor to do your job.
5) Diluted story and poor writing not only wrecks the focus of this PR, but totally deflates the value/opportunity to PR updates on LH (huge !) and BLA which are entirely separate and compelling stories in and of themselves. One story at a time- Ohhhmmmmm.
"The Force" you refer to is "compelling human interest" and the competition is not some inexplicable nefarious evil- it is simply thousands of other news stories. Failure to properly communicate the importance and significance of this data in is simply piss poor management. Basic marketing 101. How to write a PR.
Look at the structure and context of just this "story". The failure is very easy to spot: This is fantastic news! But they immediately dilute the impact of the news and fail to tell a story. The purpose of a PR is to get real media to pick up the story. So you have to have a story. The best way to get that is to write the story for the reporter/editor.
This PR has:
1) Non-compelling self-centered and run-on title. No media will use that title. Write it for them.
2) Low impact run-on sentences. Re-writing poorly crappy PR copy is a very low priority job for reporters and editors. Write correctly.
3) Highly diluted message with multiple data and no story line, no "focused hook" about the importance of the S/C issue: That even with a vax millions will still get COVID. Reporters/editors do not create news or context; nor have time to research & re-write the core focus of the story.
4) No quote from external/independent references to validate and provide follow up leads. Again, asking reporter/editor to do your job.
5) Diluted story and poor writing not only wrecks the focus of this PR, but totally deflates the value/opportunity to PR updates on LH (huge !) and BLA which are entirely separate and compelling stories in and of themselves. One story at a time- Ohhhmmmmm.
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