Defending the delete-on-receipt news release. . . and an example of a better format
By Tom Foremski - March 1, 2006
There has been lots of whining from the PR community about my press/news release should die post. Lots of business models to defend I suppose.
I am providing the PR community with feedback on what works and what does not. I'm a target of the product and I'm using my own time and money to to help it become a more effective and useful communications entity. You can ignore my feedback if you want, but change will come, I guarantee it.
Also, there seems to be some mistaken belief that the SEC mandates news releases in their current format. No, it does not.
The SEC wants broad distribution of company data as quickly and as efficiently as possible so that all investors have equal access to material information. The only thing that is efficient about the news release is in getting access to client money!
Anyway, while a bunch of the old guard have been stalwartly defending the classic delete-on-receipt news release, others have spent their time more productively.
For example, the always resourceful Julie Crabill, from Shift Communications on Tuesday sent over what she called a "Foremski style" news release, and the same release old style. And it is a good example and a great step in the right direction--just these simple things already made the news release a lot more useful.
Take a look:
Hi Tom: We took a whack at re-formatting a release that's already gone out, to comply with some of the ideas from your blog .We've also attached the original. Is this "Foremski-style" version close to what you had in mind? (Please keep in mind that we were constrained to quotes that had already been approved by client and analysts, and, that this is a privately-held company, so the financial data is as robust as we could reasonably make it.)What do you think? Feedback welcome.
Old Style:
For More Information
Contact:
Julie Crabill Marie Domingo
SHIFT Communications for UGOBE SHIFT Communications
for UGOBE
Office: +1-415-591-8411 Office: +1-415-591-8409
Mobile: +1-408-219-5617 Mobile: +1-650-888-5642
jcrabill@shiftcomm.com mdomingo@shiftcomm.com
UGOBE UNVEILS FIRST
DESIGNER LIFE FORM®
Organic Robotics
Blends Technology and Behaviors in a way that Breathes Life
into Robotics
EMERYVILLE, Calif. – Feb. 6, 2006 –
UGOBE, developer of organic robotics, today revealed the company’s
first Designer Life Form®, Pleo. Pleo is modeled after a one-week-old
Camarasaurus Sauropod, or long neck dinosaur, and incorporates basic
traits of autonomous life. Pleo has been specifically engineered to
mimic life with organic movement and behaviors that allow him to relate
to humanity on a personal level.
UGOBE’s unique and patented robotic
motion platform enables Pleo to move in a fluid, lifelike way, while
behaving completely autonomously. Equipped with nearly 40 sensors, including
infrared and stereophonic sound, Pleo requires no remote control and
is free to interact with his owner and environment. Through UGOBE’s
“Life Form Operating System,” Pleo is able to use simultaneous sensory
inputs along with a sophisticated behavioral platform to act independently
and express himself through motion and sound. Pleo can convey emotions,
is aware of himself and his surroundings, and evolves in behavior over
time.
“With this flagship product, UGOBE
has shown that they are a forward-thinking company that sees the shift
within the industry toward interactive organic robotics” said Tim
Bajarin, president of Creative Strategies.
UGOBE is made up of a multidisciplinary
team of robotics experts, animators, technologists, scientists, biologists
and programmers. Through a unique blend of life sciences, artistic design
and sophisticated engineering, UGOBE has created its first scientifically
authentic designer species. Pleo has an astonishingly realistic form,
which is revealed in his amazingly fluid motions, advanced sensory systems
and lifelike body language.
“UGOBE’s goal is to re-animate life
by transforming inanimate objects into lifelike creatures exhibiting
organic movement and behaviors,” said Bob Christopher, CEO of UGOBE.
“Through evolving companionship, Pleo will suspend disbelief by bringing
magic and beauty to life.”
Pleo features include
- 14 servo joints (torso, head,
tail, neck, legs) with force feedback - 38-touch, sound, light and
tilt sensors including nine touch sensors (mouth, chest, head, shoulders,
back, feet) and 8 feet and toe sensors - Fluid quadruped motion
- Ability to avoid obstacles
and not walk off edges - Sound output, stereo sound
sensors and music beat detection - Autonomous interaction with
owner and environment including coughing, blinking eyes, chomping, twitching,
sighing, sneezing, sniffing, growling stomach, tail drift, and yawning - Distinct moods including anger,
boredom, playfulness, hunting, cautious, cuddling, disgust, disorientation,
distress, fear, curiosity, joy, sorrow, surprise, fatigue, hunger, and
a desire for social interaction - Upgradeable, Life Form OS
and Personality System - SD card memory expansion
- Ability to communicate with
other UGOBE Life Forms - Rechargeable battery
Pleo will be available in Q3 2006, in
time for the holidays, and will MSRP for $199.
About UGOBE
UGOBE develops and markets revolutionary
robotic technology that transforms inanimate objects into lifelike creatures
that exhibit stunning organic movement and dynamic behaviors. Ugobe’s
multidisciplinary team of robotics experts, animators, technologists,
scientists, biologists and programmers are led by polymath toy inventor
and Furby co-creator, Caleb Chung, one of the most successful and respected
toy creators in the $25 billion U.S. toy industry. UGOBE’s groundbreaking
line of robotic creatures called Life Forms, promise to inspire and
entertain the child in all of us. For more information about UGOBE,
visit www.ugobe.com.