If I wrote about every dumb press release or statement I got from a PR company, I’d never get any work done.
But today’s release from PC Tools is a classic.
Dick Smith Electronics has started selling the company’s software. It isn’t much of a news story, not much of a justification for a press release. We’ll let that one go. How the Dick Smith company wastes its money is its own affair. Or maybe not.
The self-aggrandisement is almost satirical. This isn’t a simple matter of a shop flogging software. It is, ta da! “a retail partnership”.
PC Tools sales director says: “New Zealand has always been part of our global expansion plans”. No doubt he operates this plan from an underground lair in an extinct volcano with a monorail.
The release also mentions “an affordable pricing model”. This means cheap, but that’s a word PR people hate to see because readers may connect it with shoddy.
From my experience using PC Tools, the company needs to spend some money making its software usable – not filling the world with pointless press releases.