How to stop a press release dead in its tracks

For some reason I have the sometimes unfortunate issue of receiving PR releases from a variety of sources. I don’t mind as some of them are good and relevant, but every now and again one comes in that makes me go all ‘red mist’. One such article has arrived which I would love to share (Apologies to people either not in the UK, or too young to know who they are) with you. I haven’t read past the first paragraph as the first statement (emboldened for clarity) somehow completely and utterly prevented me from moving any further.

Why do PR firms justify their money by inserting superlatives into what could be an otherwise interesting release?
Or is it just me?


Binatone appoints technology strategist to head up Europe

New hire part of Binatone’s plans to grow affordable, quality consumer electronics offering

London – 5 November 2010 – Binatone, the UK’s most iconic technology brand, today unveils plans to further revitalise the consumer electronics market as it invests in new talent to lead its European team. Binatone is continuing to foster growth within the consumer electronics market and firmly place new technology into the hands of all consumers.

To drive this strategy forward, CEO Dino Lalvani today announces that Binatone has hired technology strategist, Luke Ireland, as managing director – Europe. Ireland brings over 20 years of experience in business development and market expansion within the technology and telecoms market. Most recently, Ireland was responsible for sales and marketing as Director of Group Operations / Managing Director for Northern Europe at the branded division of OSM Group, Swedish manufacturer of mobile and computer accessories, whose customers include pan-EMEA retailers, FTSE250 and Telcos. Previous roles include Commercial Director at Rock Group PLC and Director at IT provider Centerprise International.

Since taking over Binatone in 2009, CEO Dino Lalvani has breathed new life into the company, taking a completely fresh approach as it innovates for value, creating affordable yet high quality products. Now with Luke Ireland on board, Binatone is about to step into one of the most exciting stages in its fifty year history. Starting with the inspired release of the HomeSurf tablet range, this new product made huge waves for Binatone during its first showing at IFA in Berlin with solid orders received at the Autumn Electronics Fair in Hong Kong.

Ireland will be responsible for driving Binatone’s continued growth and development into a market leader for both current and new product ranges, including telephones, mobiles, tablets, two-way radios and GPS sat-nav devices.

Dino Lalvani, CEO of Binatone comments: “I’m very excited to welcome Luke to Binatone and I know his outstanding expertise in this market will help us to achieve our objective of creating quality products that are affordable for all consumers. The HomeSurf tablet range is testament to the many exciting new product releases for Binatone which will continue to position us as the UK’s foremost consumer electronics company.”

Luke Ireland adds: “As one of the UK’s oldest and most highly regarded technology companies, Binatone is going through a very exciting period of development as it evolves in a marketplace that has itself undergone rapid change. I’m thrilled to join the team and look forward to leading Binatone to future market successes.”


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