Press Release Needs Grease

I’ve been giving the Cluetrain crew a hard time of late, so I’ll flip the script this time and give them a shout out. One of the Cluetrain’s guiding principals (no. 14 to be exact) says, “Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.”
Here’s a splendid example. Castrol has signed Funkmaster Flex to an endorsement deal–a hook up that calls for some corks to be poppin’. But no, they opted for the tired press release instead.
flex.jpg
“Funkmaster Flex is committed to spreading enthusiasm and passion for automotive power, performance and style by introducing aspects of car culture to new audiences of young people across the country,” said Mike DeBiasi, Castrol SYNTEC brand manager, in a press release about the deal. “Flex’s automotive expertise, passion, and excitement for finely tuned and customized vehicles is inspiring and we’re thrilled to forge this partnership with him, putting our premium, highest performing motor oil brand

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.

  • Jay

    “committed to spreading enthusiam”?!?!? c’mon, fellow PR folks – you’re better than that! How ’bout including some quotes from FMF, sending the release out on a fake blinged out rim? Something, ANYTHING, to bail out of the sea of boring releases?

  • http://adpulp.com David Burn

    Word.

  • Scott

    This is interesting considering Funk Master Flex recently appeared in a print ad for one of Castrol’s competitors Quaker State.
    I put a copy of the ad on my neglected adblog.
    http://www.adsieve.org/Qstate_funk.jpg

  • http://www.randomculture.com John

    Geez… You make it sound like Funkmaster Flex would just endorse something because they paid him to.

  • http://www.randomculture.com John
  • http://adpulp.com David Burn

    fyi…we allow some html in our comments
    thus, http://www.randomculture.com/random_culture/2005/01/shillin_like_a_.html
    becomes Random Culture with a coulple of key strokes