GRINCH PR: How to Steal the Holidays with an Adver-release

Posted by Mark Abrams
Monday, December 17, 2007


Wanna be a total Grinch and steal Christmas? Here's how: Write a bullshit press release that: has little to no news value at all; reads like a bad ad; and focuses on you rather than your client. Then, put a big bow on it and say "Happy Holidays."

Arrrrgh.

Today, Empower PR, a little known agency claiming to be "one of Chicago's most accomplished PR firms," blasted out an advertisement in the form of a press release that couldn't be worse. Then again, it just could be Grinch PR at it's finest.

Swissotel Chicago Spreads Holiday Cheer With Empower PR

CHICAGO, Dec. 17 /PRNewswire/ -- The Swissotel Chicago, a distinctive, deluxe hotel for today's Chicago business and leisure travelers, has officially announced its launch of public relations services with Empower Public Relations.

The AAA Four-Diamond Chicago hotel, located on Navy Pier, will offer holiday-themed events and hotel packages to guests this holiday season. The Holiday Shopping with Swissotel package offers guests a shopping extravaganza and holiday gift bag filled with surprises from Bloomingdale's and the shops at 900 N. Michigan, and a breakfast buffet for two at the famous Palm Restaurant in Geneva.

"Has officially announced its launch of public relations services"? What? "Offers guests a shopping extravaganza and holiday gift bag filled with surprises"? Huh?

The kicker was the quote from the agency's CEO, Sam Chapman. Sam said: "My wife and I love to get away to Swissotel Chicago when we need a break from our busy lives. They even have a kid-friendly pool and programs that make Chicago winters fun for the whole family."

It all gives a lot of meaning to the phrase "Bah Humbug!"


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