The Wall Street Journal, March 28, had an interesting article on Mark Thompson, the British Broadcasting Corporation's chief executive. Since it is taxpayer-financed, the BBC needn't worry about delivering results to Wall Street, and since it owns most of its own shows, it can control how they appear. So Mr. Thompson can concentrate on the most pressing problem: keeping viewers in the Internet age.
In an interview, he said, "It's not about TV. It's about content."
Sound familiar? Well, it will, when my book comes out in mid-May. In it there is a lengthy, (by my standards), discussion that points out it is rarely/never about the mechanics, whether it is for an ad, brochure, blog or commercial. It is always about the content; what good idea you put on the page, on the internet, or the airwaves.
Knowing that you should put "###" at the end of your press release, or try to keep it to one page is helpful. But it is what you put in the release, the headline, the content, that will make it get the attention you are aiming for.
So don't be content with your content (gotta love our English language) till you are not only sure your communication says what you want to say, but says it in a manner that will compel your audience to notice it.