Perhaps the problem isn’t the press release.

Perhaps it’s the people writing them?

Or maybe it’s the people blasting them out to beleaguered journalists?

Or maybe it’s not the press release or the people.

Maybe it’s the system inside your company — the way information (marketing; messaging) moves from one department to the next, starting with your engineers.

The system is the big problem. The people just operate within it. Even the best people can’t succeed inside a broken system.

More on this tomorrow.