A number of blogs blast PR professionals for making schmoes of themselves. They (meaning all PR people except those of us at PlattForm) manage to do this through every feasible job function a PR person can have. From small, one-person PR operations and charitable organizations to major corporations, it seems there’s no end to the stupidity in the PR profession.

Companies are called out for distributing poorly written press releases, making detailed story pitches to journalists’ voicemail boxes rather than the actual journalists, sending out bulk story pitches to the news media to INSERT NAME HERE rather than the individual journalist’s name, and so on.

You can see why we need scores of blogs dedicated to this. The people who commit these errors need to be made out to be the asses that they are, and in a very public way. I have found new inspiration in these blogs, though none actually offer up their own work scrutiny, and merely just offer suggestions and ridicule.

The PR division of PlattForm was developed to assist an entire sector of higher education that had mostly relied on executives with no PR backgrounds to promote the colleges. Some continue in that mentality. We have seen our fair share of releases that missed the mark, so rather than offering up our impressive work, I thought I’d tear down somebody else’s for a change.

Here is a poorly written press release distributed by a major university. All the names have been changed. See if you can guess why.

Katser Career College is pleased to announce that Dr. Mitch Reynolds, editor-in-chief of Psychology Journal, and Dr. Stacey Anderson, dean of Kinsman University of Health Sciences’ College of Veterinary Medicine and the first female dean of a veterinary school, will be the commencement speakers at the Katser Career College graduation ceremony on June 15.

Whoa! How many words can you stuff into one sentence? You guessed it: 54 words. We get a near-complete bio about who these people are, what they’ve accomplished in life, and an invitation (kind of) to an event in which they are participating. Plus, doesn’t the writer make this sound tremendously exciting? I can’t imagine spending my time covering any other story in the world after reading this.

Now, check out how PlattForm PR writes about an event to create reader interest (again, names are changed):

Creating memorable meals takes inspiration, perspiration and experimentation. Great chefs aren’t afraid to get out of the box. And, in some cases, they aren’t afraid to get out of the kitchen – chefs like Michael Midgley. The contestant on Bravo’s hit reality show Top Chef Season Two will be appearing as a guest speaker at the Institute of Technology.

Granted, this is about a much more exciting subject, but the other release never gives journalists a reason to be there.

PlattForm offers your company excitement, accurate and engaging writing, and an end to stupidity. We can get your event covered without making you or ourselves look like schmoes. Best wishes.