As access to information grows, so does the risk of content relevance getting lost in translation. This is often attributed to peoples tendency of not reading thoroughly until the end of an article. When they do read the entire article, they often miss lines that contain the most important details.
The resulting misconceptions almost always create a bad reputation. Content in the vein of press releases are caught in the thick of it; as a business’s medium of communication, press releases can often be viewed as solely for self-promotion of the company, especially when responding to controversies and public relation issues.
At the same time, press release content is treated as complete news by company publicist. Press releases represent raw information that answers two whys: Why are we telling the public this? Why should they care? (more…)