Spain is the champion of the world when it comes to football, futbol, fussball, soccer or whatever you want to call it.

Are communications pros, particularly those working in the high-tech space, the champions of the world when it comes to redundancy?

And does this insistency on replicating in the opening paragraph what is already readily available in (usually too long) boilerplates telegraph to the world an inferiority complex?

And do the architects of these monuments to marketing and branding overkill even for a nanosecond consider the plight of information-overloaded readers of these news releases: business reporters, trade editors, market analysts, investors etc?

In an effort to not pick on any company in particular, Almost DailyBrett surfed PR Newswire today (www.prnewswire.com) and reviewed the tech news releases in a search for redundancy. It did not take long for this beast to raise its ugly head.

“rVue Holdings, Inc.’s (OTC Bulletin Board: RVUE) subsidiary rVue, Inc., the leading demand side platform (DSP) for the Digital Out of Home (DOOH) industry with over one hundred eighty thousand digital screens across the country operated by over fifty network owners, announced today that…”

Let’s see that is 31 words with two or DOOH acronyms (ignoring the AP style of using numerals above the number nine) before the company even attempts to announce today’s news.

And after several paragraphs, we are treated to the company’s boilerplate:

“About rVue Holdings, Inc.

rVue Holdings, Inc., through its wholly owned subsidiary rVue, Inc., is an advertising technology company which provides the only demand-side platform for planning, buying and managing Digital Out-of-Home and Place-Based Media in its suite of technology. The Company’s vision and expertise in building rVue provides unrivalled capability for delivering the right advertising message to the right audience with pinpoint accuracy and creates substantial opportunities for the Digital Out-of-Home and advertising industries. rVue’s demand-side platform takes a unique approach to addressable advertising delivery, measurement and an extensive portfolio of intellectual property supports reporting. The Company’s innovations in content delivery solutions and intellectual property development in targeted demographic media is the foundation for a wide array of advanced advertising capabilities.  Digital technology has revolutionized media and rVue is making targeted addressable advertising, more efficient, more effective and more available than ever. Visit www.rVue.com for more details.” 

(Do you really think that we want more details?) 

For those of you scoring at home that is 148 words of mind-numbing type that includes everything and the kitchen sink in one boilerplate. So let’s see the company spent 31 words in the opening paragraph telling the poor reader essentially the same thing that it outlined in 148 words in the boilerplate…before the company even mentioned what is the real “news.” 

This practice can even border on the absurd. Consider the following release also posted today on PR Newswire: 

“Robert Corace, formerly Managing Director at Symphony Services, has joined Objectiva Software Solutions, Inc., a leading provider of software development outsourcing services with engineering based in the U.S. and China, as President…” 

First Objectiva told the planet where Robert Corace used the work and what was his title (six words), that he joined Objectiva, and then another 16 words repeating the company boilerplate, before announcing that he was going to be . . .  the PRESIDENT of the company. 

Did they actually pay someone to write this? How about just telling the world that Objectiva selected Robert Corace as its new president before going into his background and the company’s reason for being? 

To prove that we are not picking on rVue Holdings, Inc, Objectiva Software or the many other similar offenders, let’s take a look at how Texas Instruments handled its news release issued on the same day over the same medium, PR Newswire. 

“Texas Instruments Incorporated (TI) (NYSE: TXN) today introduced the 12-bit ADS7924 successive approximation (SAR) analog-to-digital converter (ADC)…” 

Somebody in Dallas obviously understands the inverted pyramid approach to putting the news up front, not a lengthy and redundant diatribe. 

And at the end of the release, TI posted the following boilerplate: 

“About Texas Instruments

Texas Instruments (NYSE: TXN) helps customers solve problems and develop new electronics that make the world smarter, healthier, safer, greener and more fun. A global semiconductor company, TI innovates through manufacturing, design and sales operations in more than 30 countries.  For more information, go to www.ti.com” 

Let’s see, TI began the release with 18 words of real news and followed it up with a confident 49-word boilerplate that provided just the facts, mam. 

The final score is 179 words in the opening graph and boilerplate for rVue and 67 words for Texas Instruments. So is rVue the winner or the loser in the eyes of editors, reporters, analysts and investors? 

Far too often we have seen smaller companies, particularly start-ups, that feel absolutely compelled to tell their story, and then tell it again and again, projecting insecurity instead of confidence. 

rVue Holdings, Inc is not Texas Instruments, but that doesn’t mean that it can’t use the same level of confidence to project itself to be larger than its actual size. 

In defense of PR pros, particularly those in complex tech, financial services and bio-tech segments, there is a tremendous amount of internal pressure being exerted to tell everything about a company’s story and then repeat the process over and over again. It is easier said than done to put the brakes on these well-intentioned, but misguided efforts. 

That’s why we need to be evangelists in preaching that in most cases, “Less is more.” 

PS: PR Newswire, Business Wire and other news release distribution services absolutely adore lengthy boilerplates and safe-harbor statements.

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