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.
“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

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.