The other blog I do on the digital signage industry doesn’t break a lot of news or re-purpose many press releases, but I still get some sector companies and PR firms sending me press releases in hopes I may write something up.

I got one the other day from a big technology company trumpeting a series of initiatives at a large sports facility, and it looked like a good chunk of it had to do with digital signage. I stress “looked” because there was so much packed into this release that I read it through three times and gave up.

The initiative covered a bunch of bases and products and services and tried to pack it all into one umbrella announcement. The net result was the part that interested me was given such brief attention it went into no detail and made it a chore to sort out what was relevant and new.

I even sent a note to the company, whose contact confirmed my suspicions as to what the announcement was about, through the digital signage lens. Trouble was, the news cycle had moved on and I did not see a lot of coverage of this thing elsewhere, presumably because I wasn’t the only one who was stumped.

Big companies, or small, should get very focused about what they announce and the message they want to convey. It is less work to do one release as opposed to several. But if you have multiple things going, involving multiple technologies and sectors, you are likely to get more, better attention if you develop a release that is targeted at your sector and goes immediately to the core of what needs to be communicated.

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