Hi-tech agency LEWIS has been making waves with its long-running, quirky advertising campaign. But now it's done the same with an e-mail sent out to journalists last week.
The message, from LEWIS head of communications Clive Booth, begins: 'Can you help me? We're keen to see the style of other companies' press releases, to make sure LEWIS is writing as well as we can ...' A pound is offered for each release.
Diary is unsure exactly who the message went to originally, owing to the fact that Booth is one of the few people working hi-tech PR to understand what the 'blind carbon copy' feature on e-mail is for. But from the number of calls and e-mails received at PRWeek, it was a fair few.
One rival tech PR points out most tech companies and their agencies put press releases up on website, free for all to access.
But Booth explained the project was actually to find out three things: which press releases get the best coverage; what's the most effective method of contacting journalists; and whether the best releases are written in-house or by consultancies.
For any suspicious PROs out there, Booth says they are more than welcome to check out LEWIS' own releases at www.lewisvpr.com.