Have you read the press release from Steve Jobs on his resignation? If not, I suggest you do. It’s simple, straightforward and honest, and a great example for others to emulate. Here’s why we like it:
1) It Answers Questions without Added Fluff.
Without going into unnecessary details, the release succinctly fulfills its purpose by answering the two most important questions: why Jobs is resigning and what happens next. With just 149 words, readers walk away with a clear understanding of the situation.
Takeaway: Keep your releases short and to the point. Don’t bog readers down with superfluous information.
2) It is Sincere.
When reading the release, you get a sense of Jobs’ gratitude and optimism, and possibly a hint of sadness. Its sincerity and honesty is what makes it effective. Also, unlike many releases, the responses aren't canned (e.g. "we're honored..." or "we're excited...").
Takeaway: Don’t get caught up in over-embellishing, exaggerating or corporatizing. Instead, tell the truth and use language that will resonate with target audiences.
- What do you think of Steve Jobs’ release?
- What other releases do you find highly effective, and why?