‘And finally, the Liberal Democrat education press release with 17 spelling mistakes…’ – The Press Officer’s Guide Lesson 4 – Don’t become the story!

My jaw dropped as I discovered that the press release itself had become the story, not the content...

One of the key things to achieve as a back room press officer is to not become the story, merely to put the story in front of the media and sell it to them.

As I was happily watching the then regional news programme in the North West, my jaw dropped as the unmistakeable outline of a Lib Dem press release, with lots of red circles and lines, was superimposed over a story about education.

The presenter, Jim Hancock, was explaining that one local Liberal Democrat MP’s press officer had sent them a press release, concerning local education, with 17 spelling mistakes in it.

The story, from what I can remember, was pointing out that of all the stories that politicians should avoid these sorts of errors on this was the one. Difficult to argue with!
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