[ >>> To download the press release, click on the "The Document" tab above <<< ]
Let's be honest. Rare are the press releases that I truly read. It's not snobbery or laziness. It's just a fact that many of them don't relate to any of the topics I cover – and I cover quite a few. For instance, I remember the highly detailed (and amusing) study on employees' habits in French restrooms. It managed to catch my attention even though it was impossible to use it editorially. This isn't the case for all the press releases I receive, which often promote new beauty products or gorgeous hotels in Bali, among other things. And even if I could possibly benefit from them (which I can't), I simply don't have the time to dwell on them because they just don't fit our editorial line. Let's face it: press releases are often poorly targeted.
Don't think that I'm seeking revenge through this piece for never getting to go on press trips (except for that one time in Meudon, which was quite nice). It's just an excuse to introduce our winner of the month, a very straightforward press release that caught my attention regarding a product EVERYONE uses: STAEDTLER pencils. A reliable and versatile object, much like the person who wrote the press release, this email contains all the necessary information about the latest version of the must-have pen holder. Namely: information, links, brand history and overview, and press office information. It's concise and precise; you barely need to scroll down the page because everything is there. But that's not why it's our PR highlight of the month. It's the subject that interests us.
"BACK-TO-SCHOOL / UPCYCLING / STATIONERY: STAEDTLER, the First Stationery Brand to Upcycle Its Iconic Pencils"
It's silly, but when I saw this email subject, I wanted to open it because we need back-to-school topics, upcycling is one of our favorite subjects, and we have few stationery topics despite its cost, importance in daily life, and ecological impact. The information and brand are there. It clicks. In addition to not always being well-targeted, which is a waste of time for both communicators and journalists, few emails explicitly state the themes/topics they correspond to right from the start. This leads to emails being sent straight to the trash upon receipt or being overlooked. Not very desirable.
Clear, precise, short – a good press release must ensure that it reaches the right person. There's no magic formula for that: organize your contacts, mailing lists, and highlight the major themes of your subjects... Guaranteed feedback!
Carla Peyrat
