This press release, which you can see through the link above, is impenetrable to the layman. It’s a rambling cacophony of jargon. By the time you arrive at the first full stop around the 70-word mark, you’ll be exhausted.
Not only is this a lesson in how not to write a press release it’s also a prime example of why a company’s crisis comms must always be on point. Rather than extinguish the fires of doubts and fear to prevent disaster, the press release poured petrol on the situation by being unclear and essentially shouting the bit it was supposed to whisper – “We’ve lost $1.8bn”.
IrvineMedia has received thousands of press releases throughout their careers in journalism, and we now draft effective ones for clients. So here are three quick tips for making sure yours hit the mark:
🍰 Summarise the release
A tl;dr (too long, didn’t read) summary allows the receiver to digest the essence of press releases in a bite-sized fashion.
🎯 Get to the point
What’s the news? Angle? Or simply put, the one thing, if nothing else, you want people to know about? Get all this information up top.
📧 Don’t forget the Call To Action.
Tell the reader what happens next and how they can find additional info. We’re always surprised when we receive press releases without contact info or what happens next. Do it like this…
“For more information on how IrvineMedia can create more impact for your press releases and communication material, fill out the form below.” See, it’s simple.
This article was originally published in March 2023. The information has been edited slightly here to apply more context to the Silicon Valley Bank situation.
Google Bard is set to move the digital goalposts for SEO copywriters. The AI chatbot will compete with OpenAI’s phenom, ChatGPT, and shake up Google’s search results.
The tech giant’s early, and disastrous, demo shows just how much of the “Above the Fold” real estate Bard results will take up. And, well, it’s a lot. On mobile, there’s a chance that you won’t even see the second option. See…
That sound you hear is the collective sigh of every SEO professional who’s watched the above demo.
All change
Although it’s only being tested by a handful of people right now, the early signs suggest Google Bard will torpedo current SEO tactics. Doomsayers predict it will be the death of SEO without having used it. One thing is for sure – traditional methods of gaming the system are about to be shot to pieces.
However, where there are challenges, there are opportunities. As we mentioned about ChatGPT taking up entry-level copywriting jobs, fully grasping what Google Bard is capable of is the best way to avoid becoming obsolete. Denying its existence is pointless. And at some point, your clients will hear about it, and you’ll need to address their concerns and prove your worth.
We doubt Google Bard will be an immediate kill switch for the SEO industry, but it will change it forever. Packing keywords into a piece of content might not be the way to increase your chances of ranking higher anymore. Ironically, the best practice for visibility might see us writing copy for humans and not robots again.
You can read about Google Bard’s announcement by clicking here.
ChatGPT is the talk of the town. And rightly so. The sophisticated chatbot from OpenAI can answer internet queries in a way we’ve never seen before.
It can mimic basic human responses to questions in a detail rather than simply throwing up a URL link to your search. It’s so revolutionary, that Microsoft is plunging $10bn worth of investment into OpenAI and forging a long-term partnership. It has the potential to shake up a number of industries – from education to marketing and beyond.
There have been plenty of hot takes spread across the mainstream media since ChatGPT launched in November 2022. The common theme is that writing gigs are doomed. And while there’s a slither of truth in this, it’s not for the reasons you might think.
ChatGPT isn’t going to steal writing jobs by itself. It’s not actively applying for the same roles it finds on LinkedIn or Indeed. But there’s a growing perception that ChatGPT and the like can simply replace employees.
The invaders have landed
Take the entertainment site Buzzfeed for example. The once all-mighty, yet often dubious, business model of fast and engaging content was a license to print money in the early-to-mid 2000s. But back in December ‘22, it was forced to close newsrooms and cut 12 per cent of its employees as traffic and profits began to dwindle. It has since been revealed that Buzzfeed will use ChatGPT to work on part of its content creation – a move that doubled the stock price and no doubt made those at the top of the pile very happy.
Regardless of the moral implications this may have on the wider world, Buzzfeed’s move is savvy. It’s a cost-effective way to generate content and fill the internet one quiz at a time. It’s a decision that is entirely based on making profits and one that will be mimicked en masse. ChatGPT isn’t going away anytime soon.
However, ChatGPT is limited. Its research and factual content are getting better, but it’s sketchy at best. Where a human will double- or triple-check details before pushing something live, ChatGPT will spit out its best guess and the person receiving it is then tasked with the job. And this human touch is what AI can’t replicate.
Technology site CNET is using AI to churn out SEO-friendly content but has recently found that more than half of the articles that made it online were riddled with errors. Again, this is what happens without the due diligence of an experienced writer or editor. Creative copywriters and content creators know this, but convincing those upstairs that a human employee – or employees – are more valuable an asset is an unwinnable battle, especially if the cash is rolling in regardless. So what should we do?
Remote control
Firstly, we need to accept that ChatGPT and the like are here to stay. There’s no point fighting it. Instead, we should embrace this new technology, try to understand it and come up with ways we can use it to our advantage. We’re not advocating for people to just use it to write their copy for them, no, sir. Rather get to know its strengths and weaknesses, and become an expert in handling them.
We can see a future where the preferred skills sections of writing roles will require ChatGPT experience. It’ll sit alongside the likes of proficiency with Microsoft Word or the latest CMS.
Yes, you’re probably more accurate and experienced than ChatGPT. But you’re also unlikely to change the fortunes of a client that’s watching their rivals make bank. Showing a willingness to work with new technology and help them harness its power is how we need to evolve as an industry.
The allure of ChatGPT is tempting, but don’t compromise on quality copy for your business. Fill out the form below or drop an email to info@irvinemedia.ae to find out how we can help you.
