PR practitioners: How to get your press release ignored

I've seen a lot of press releases in my day as both a journalist and a PR consultant. Some people who want to get media attention obviously fail to understand that to get that attention, they must first be comprehensible. Here's an example.

Aqua Comms and Epsilon Partner to Bring European Route Diversity and On-Demand Connectivity to NJFX’s Colocation Campus 

WALL, NJ – May 15, 2017 – NJFX, the first and only colocation campus to sit at a cable landing station and offer Tier 3, carrier neutral data center capabilities, announces the addition of Aqua Comms DAC (“Aqua Comms”), the operator of Ireland’s first dedicated subsea fibre-optic network interconnecting New York, Dublin and London, and Epsilon Telecommunications, a privately owned global communications service provider, to its ever-growing connectivity ecosystem. With the introduction of Aqua Comms, NJFX customers can strategically diversify their connectivity options to key European hubs, bypassing legacy chokepoints within the U.S.

Read more on my freelance website,


Filed under: Media

Tags: press releases, public relations


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  • You are correct. What the bleep is this about? Maybe something about fiber optics. Most of the garbage about how the companies are the leaders in limited fields goes into the boilerplate at the end.

    They ought to be clear, like the CTA, which starts most press releases with "MAYOR EMANUEL ANNOUNCES," like he owns the CTA or is going to overhaul 208 buses personally.

    The one on overhauling buses demonstrates another thing taught in PR classes "the purpose of the press release is to help the lazy reporter." Someone at chitransit dot org pointed out all the inaccuracies in Mary Wisniewski's Tribune article, to which my response was "if you want to call this 'reporting,' it was verbatim from the press release" I have the feeling that someone in MAYOR EMANUEL's basement office is churning these out without any knowledge of how the transit system works.

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