Public Relations: Unnecessary Distortion

This Mumbrella article “translates” a ridiculously overwritten Starcom MediaVest Group press release. Excerpt:

Operating outside of the rush of the day to day, but integrated within SMG, the team focuses on using the human condition as a compass for delivering ‘best-in-class’ communications.  Its key obsession is understanding where brands live, and seek to live, within the web-like relationships that exist with consumers and their environment.

Fuck off. What’s the point?

Both the writer - probably an eager-to-please junior or intern - and the wider company knew that they were lying, or at least, stretching words far beyond their practical, meaningful application.

Already, the press release - which was likely the result of several hours’ work and several minds’ input - is being lampooned within the advertising community for its doublespeak, and for blurring the edges between reality and marketing.

It happens everywhere. That’s the whole premise behind public relations - a constant, concerted attempt to shape our opinions and perceptions.

An entire industry founded on unnecessary distortion. Unnecessary to me, because I value honesty more than cleverly-written releases that mean approximately zero in the grand strategy.

So, what’s the point?

Who’s impressed by superfluous press releases, anymore?

I’m all for receiving information from sources I care about - companies, individuals, brands, bands - but if overblown press releases are just a waste of everyone’s time, then why the fuck does the industry survive?

test Filed under Marketing | Tags: Advertising, Brands, distortion, doublespeak, Marketing, mumbrella, press release, public relations, starcom |