I have seen multiple references today to what sounds like a very expensive, well-executed landmark installation in New York involving projection systems, 3D and a very famous building.

As much as I would like to get on the subway to get over and see it first-hand, I don’t live in Manhattan, nor do countless people who would like to understand what’s really involved with this installation.

If only the PR company had put together simple visuals. It is soooooo easy to take still photos these days and sooooo easy to shoot and post video on Vimeo or YouTube or whatever.

But there’s nothing. The release I am looking at right now is promoting the Olympics, involves four companies, and is running on PR Newswire. And the most a reader can do is download the logo from one of the companies.

It is astonishing to see so many companies waste opportunities and use press and media relations techniques straight out of 1991. A press release IS content, not just a trigger to hopefully get media organizations to produce content relating to the release.

Dumb beyond words. And expensive dumb.

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