¿Kiya Bola | Say What?: How to get attention - all you need is a creative PR Professional

While reading through some old RSS feeds I subscribe to, I came across a great little bit of news that made me realize - this is not only free space to communicate your message with a little help from some friends in media, you can do it any way your creative mind lets you.

PR Junkie posted this intro and release below that really makes you wonder...what is this news that has me captivated? What could this release possibly inform me of that will change my world. Well, I have to say, I am a believer. Having written hundreds of press releases in the past, and most recently for wi-tribe Pakistan, I find that PR folks really need to push the reset button and start being less 'typical' and more 'out-of-the-box' to really captivate your literary audience.

Enjoy...

Did this PR pro write the 'most amazing press release ever'?

Know your audience.

That's a good tip for pitching any journalist, blogger, or consumer. It's clear PitchPoint Public Relations understands this.

On Tuesday afternoon, the company--which consists of Chicago-based PR pro Mitch Delaplane, an Apple computer, and his dog Sally--issued a press release titled, "The most amazing press release ever written." And it purported to be--that's right--the best press release ever written. How meta.

If you work in the business press and cover PR and marketing--like me--this press release will catch your eye. If you're a company looking for a stunning example of a press release, and you enter "amazing press release" into Google, guess what, Delaplane's prose appears on the first page.

Like I said, he knows his audience.

Here's a copy of the press release. What do you think?

The Most Amazing Press Release Ever Written

PR Professional Distributes Groundbreaking Press Release

CHICAGO, Jan. 11, 2011 /PRNewswire/ -- Mitch Delaplane of PitchPoint Public Relations has issued the most amazing press release ever written. While hundreds of press releases are distributed daily, Delaplane feels this particular release will go down in history as the most amazing press release that has ever been written.

"I've been in the business for over ten years and have to say, I'm speechless," claims Delaplane. "The title alone grabs you and demands that it be read. Then there's this quote that completely takes things to an entirely new level. I'm proud of this press release. In fact, I think it is [really] amazing."

Typically reserved for company news announcements and other public relations communications, the press release has long been the favored default for informing media about exciting, groundbreaking news. Then this news release comes along and changes everything people thought they knew about press releases.

"I'm quoting myself again because the first quote didn't do it justice," says Delaplane. "If you're still reading this news release, then you know what I'm talking about when I say it's something special. In fact, it's 483 words of pure awesomeness. When it crosses the wires, I believe history will have been made."

The science behind this Earth-shattering news release lies in its simplicity - no science, just pure old press release craftsmanship. It started with an incredible brainstorming session that asked a very simple question: "what makes a press release amazing?" Elaborate notes from that brainstorm were then formulated into mesmerizing sentences, paragraphs and pages...all expertly designed to make you pause and reflect at the brilliance of this press release.

Every single word of this news release was track changed, stetted, then track changed again to its original draft. Upon final approval, it was spell checked, fact checked and printed for posterity. The result is a two-page, 1.5-spaced news release that is like no other news release in existence.

According to PitchPoint Public Relations you have just read the most amazing press release ever written. If you agree, tell Mitch at mitch@pitchpointpr.comor follow him on Twitter at Lifeisamitch.