This week we told you that no, the press release isn’t dead. New York’s Metropolitan Transportation Authority sort of proved our point today with a “Superstorm Nemo” release that goes to great lengths to explain how the incredibly awesome MTA is so on top of things this time, you guys (and that they won’t screw up royally like they did in 2010).
Beyond claiming that “The MTA network has assumed a storm-fighting posture in response to the severe weather forecast”, the release also takes time to hype its “fleet of snow and ice-busting equipment.”
Now, we don’t want to give anyone the impression that this release stands as an example of great writing or anything–the rest of it is mostly boilerplate stuff about how subway and bus service might be a little less convenient than usual this weekend due to all the ice and snow and notices reminding drivers to “operate at reduced speeds due to wet roadways”. But that first sentence did get our attention. Cheeky!
So if you’re going to issue a press release on behalf of an organization famous for bureaucratic inefficiency and poor customer service, you might want to slip in at least one clever phrase to make sure that it’s not too terribly dull.