Here's another insight into the churnalism industry, courtesy of FleetStreetBlues.
Marketing agency Haygarth ("we are proud to be different") has issued a press release on behalf of Velvet toilet tissue, that manages to merge lazy journalism with lazy PR.
It comes in the form of a ready-made article-cum-competition aimed at coaxing the readers of regional and local papers into supporting a tree-planting scheme (with appropriate references to Velvet, of course).
All that the journalist recipients are required to do is change the XXX to make it relevant for their area in the following "article":
COME ON XXX - GET VOTING FOR YOUR VERY OWN 'GREEN MAKEOVER', THROUGH VELVET'S CAMPAIGN FOR TREES
A new survey released from toilet tissue brand, Velvet, has shown 66% of us would like more greenery in our neighbourhoods – and via Velvet's new Campaign for Trees, XXX could have the chance to win just that...
The Campaign for Trees initiative resonates with Velvet's on-going commitment to the environment whereby for every tree used three more are grown. And what's more, all Velvet products carry the FSC label, a credible link between responsible production and consumption of forest products.
To further support Campaign for Trees, a national survey was commissioned of which the results highlight the nation's lack of understanding when it comes to the importance of trees! – Which is why we need to inject some much loved greenery into XXX...
FleetStreetBlues ends with a comment from a co-correspondent: "Surely this is the pinnacle of PR laziness. Most companies at least write in the name of your region to make it look as if the release might relate to your readers. I wouldn't wipe my arse with it."
