Page 42 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

ANSWER THE ONE QUESTION THAT MATTERS MOST 23

release said this honor comes after the chain delivered
consistent profits, six quarters of same-store sales
increases, and a new management team. Now, if the
chain offered its customers a special discount to cele-
brate this honor, it would be newsworthy, but the press
release mentions nothing that distinguishes this pizza
chain from the thousands of other pizza parlors. This
type of release falls under the “look at us” category—
announcements that are largely meaningless to anyone
outside the executive suites.

“ has announced the addition
of the ‘Annual Report on China’s Steel Market in 2008
and the Outlook for 2009’ report to their offering.”
Really? I’m sure millions of people around the world
were waiting for this new report! Just kidding. This is
another example of a wasted opportunity. If this release
had started with one new, eye-opening piece of infor-
mation from the new report, I might have been slightly
more interested. However, that would have meant put-
ting the reader first, and, sadly, most PR pros who write
press releases intended for journalists have never been
trained as journalists themselves.

Here’s another gem, courtesy of an electric company in Hawaii:

” today announced that
has been named president
and CEO, effective January 1, 2009.
replaces , who stepped down as
president and CEO in August of this year.” We also learned
that the new CEO has thirty-two years of experience in
the utilities industry and has lived on the big island for
twenty years. Isn’t that wonderful? Doesn’t it give you a
warm feeling? Again, this press release represents a lost
opportunity to connect with the company’s investors