Here's a tip for PR pros: when sending a release, how about including some information?
PRWeek recently received a release from someone who appeared to have been dozing at the back in the PR 101 class. "I am (name changed to protect the embarrassed) and will be handling the PR for the 2002 Gravity Games in Cleveland, the e-mail said, containing no more information than that.
Perplexed, we wrote back, "What are the Gravity Games?"
Two days later came this e-mail reply: "Please go to www. gravitygames.com. Seems that our "PR person didn't want to get into detail. Puzzled by this, we sent a note describing our mild surprise that such an uninformative reply took two days to think up. This time, a much speedier reply came: "I sent out this message to over 1,000 people and I am trying to respond to everyone as quickly as possible."
OK. But please excuse us for noting that those responses wouldn't have been needed if the first release had some information in it. (The Games involve skateboarding by the way.)