From a press release on the wires this morning, as flagged by a fellow industry writer …

(Brand X) announced the growing network of digital signage’s marking developments in the space highlighting 5 key trends evolving in the digital signage space. With the promise of being one of the most exciting platforms, the trends broadly include content emphasis; importance of old media and cross platform integration, interactive screen motivation and affordable technology. Earlier, in July 2009, the company’s digital signage clientele included (an  institution) with the launch of (a third-party’s) digital signage software replacing a standalone solution. This allows multiple users to be able to alter content, drag and drop functionality and an intuitive interface – unique to the digital signage industry.

Oh, where to start …

How about, “What? Huh? Ummm ….”

The first, forehead-slappingly obvious rule in issuing press releases is that they should make sense. I don’t know what this opening paragraph means, other than the guys are using a particular software plattform and they installed at a college. The rest, beats me.

I had an email from a company in Europe this morning looking for help. Bluntly, the contact told me he and his colleagues suck at PR. But they recognized that, and are doing something about it. I suck at plumbing, so I hire guys instead of drowning my family.

At an elemental level, if you have the presence of mind to wonder if what you are writing might not be all that good, ask a friend or colleague who will give you a straight answer to read your PR. Had that happened here, this press release probably doesn’t go out.

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