"John Travolta Cordially Invites You to a News Conference for the Announcement of a Unique Global Initiative, blared the BWR release. But that's all it read. Was he saving the whales? The children? We had to know.
We called for the scoop, but a contrite BWRian said that all info was "embargoed."
All of it? Not even a topic to feed our editor? This news-gathering gig is getting hard.
Our thoughts ran wild, but the hype outdid the (non)story. Travolta is the new Qantas Airlines ambassador-at-large, and planning a goodwill tour.
When the release is better than the story, PRWeek starts thinking "back page. See where being too tricky will land you?