When press releases divert from the norm—to great effect

Breaking rules can shake things up. These three press releases didn’t fit the mold, but they certainly commanded the reader’s attention.

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Have you ever heard the phrase “the exception that proves the rule”?

When you have a hard and fast rule, it’s almost inevitable that something will break it. That deviation validates the rule, because it elicits a thunderous “huh?”

The same goes for press releases.

Nintey-nine percent of the time, press releases should follow the rules. Once out of a hundred times, though, you come across weird, wild examples that make no sense at all—yet still they do their job beautifully.

Here’s what I mean:

Delicate Steve

Take it from someone who worked at a radio station: There are just so many ways to word a band press release/bio. You talk about the band’s history, give some weird and usually incorrect comparisons to other bands, and top it off with ridiculous adjectives to describe the music. Sprinkle in claims of future stardom, and you’re done. That’s why the press release for Delicate Steve is so interesting.

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