PR Play of the Week: Cheeky headline wins big for KMC

How far can a clever headline and a deadpan sense of humor take a run-of-the-mill personnel press release? For the Seattle-based KMC Group, taking the low road actually landed a client on the cover of The Wall Street Journal last week.

How far can a clever headline and a deadpan sense of humor take a run-of-the-mill personnel press release? For the Seattle-based KMC Group, taking the low road actually landed a client on the cover of The Wall Street Journal last week.

How far can a clever headline and a deadpan sense of humor take a

run-of-the-mill personnel press release? For the Seattle-based KMC

Group, taking the low road actually landed a client on the cover of The

Wall Street Journal last week.



Charged with publicizing the appointment of Dave Hoogerwerf, a new VP

of engineering at client Wireless Services Corp., KMC Group AE Beth

Mayer jokingly jotted down the headline, ’Guy with Funny Name Takes Job

at Small Company.’



’Beth was very frustrated trying to make the announcement interesting,

so she showed me her mock release as a joke. But I looked at it and

said, ’That’s perfect!,’’ said KMC president Pam Miller. The two added

a tongue-in-cheek subhead - ’ ’We like Dave,’ said president and CEO

Steve Wood.



’He makes our things do stuff’’ - before forwarding it to the client

for approval.



Wireless VP of business development Jim Rulfs liked it so much that he

pitched in with some dry wit of his own, adding a boilerplate

description that said the company is ’composed of 12 people in

Bellevue, WA, behind a Chinese restaurant and across from a

Harley-Davidson dealership.’



Shortly after the release moved on BusinessWire, the e-mails and calls

started rolling in. Most praised the company’s moxie. ’Just wanted to

let you know this is one of my favorite press releases of all time,’

wrote one key industry analyst. ’I’ve circulated it among my

colleagues.’



More importantly, the headline captured the eyes of WSJ reporter Carlos

Tejada, who mentioned Wireless and quoted its boilerplate description

in last Tuesday’s page-one ’Business Briefs’ column. Not a bad

placement for a fairly low-profile post at a tiny ASP.



- Nominations for PR Play of the Week should be sent to

news@prweekus.com.



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