Public Relations

Press Release

Too many communicators still get it wrong

Here are some of the things that you should absolutely include as part of your press releases and some of the things you should avoid at all costs. 

The Do’s of your Killer Press Release

  • Make sure to send out only news worth bragging about
  • Always answer the 5 Ws: Who; What; When; Where and Why
  • Always include a quote from one of your top executive
  • Have a boilerplate, “About Company”, section
  • Include a media contact, your website, your social media networks, a dateline and a phone number. Also include photos, videos, info graphics and logos; they are shared 3.5 times more than text only. Include linked search engine optimization keywords; include one for every one hundred words
  • Write in the third person and use bullets to break up long blocks of texts. Always make sure to follow proper spelling, punctuation and grammar and have a second set of eyeballs to proofread your text
  • Follow the AP Stylebook or Chicago Manual of Style
  • Create a catchy headline, keeping it between 60 and 80 characters, not including the spaces
  • Finally, use a relevant tool to identify relevant journalists and consider sending your press release trough a newswire service

The Don’ts 

  • Never assume everyone will read every word of your press release
  • Never exaggerate or make false claims
  • Never send the same press release twice
  • Never use slang, industry jargon or acronyms
  • Never over stress a point, keep it short, never write more than 800 words and never use exclamations marks or hyperbole.
  • Except in a quote, never use the words “We”, “You” or “I”. Write in the third person and avoid burying quotes within long paragraphs
  • Avoid burying the point of your press release
  • Avoid blasting in any form of “cc” or “bcc” email
  • Avoid linking your press release to unreliable or unprofessional websites
  • Never leave out source credit
  • Never trash your competition and,
  • Never send your press release to journalists that do not cover your industry or domain of activity.


Michel  is an enthusiastic writer, columnist and social activist who most enjoys evolving in complex interactive situations.


Don’t blind yourself!

In today’s globalism and more than ever interconnected domains of our daily lives, for whoever wants to prosper, having the most appropriate Public Affairs & Communication Strategy is now vital. Public, private, corporate or institutional entities are no exceptions.

Public policies and regulatory environment are more complex than ever and in a world where instantaneous communications can turn any minor issues into major problems, success in any field of activity, whatever the product, the service, the cause, the ideology or idea, is nothing else and everything about designing the most appropriate strategy to sell, move and promote.

Empowering yourself is no exception.


Michel  is an enthusiastic writer, columnist and social activist who most enjoys evolving in complex interactive situations.


Trust is everything

Being trusted and knowing whom to trust is the killer skill of life. No other attribute and ability so clearly delineates the difference between success and failure.

Today, trust is playing an increasingly pivotal role in all possible endeavors of humanity, either the business, personal or professional world. You want to make it! Do not do the right thing, the proper thing, and the ethical thing to be done only when someone is watching. Whatever you do, whatever you say, always do or say what is right to be done or said. Be proper and ethical in everything you say or do and above everything else, always make sure to never fudge the truth.

Always do the right things and do them right

When interacting with people, focus all of your attention on the other person; don’t peck away on a digital device. Turn off your phone and tell that person that you are meeting with: “I don’t want to be interrupted while we are talking.” Doing so distinguishes you from this ever-increasing mass of people who, without any kind of respect for their interlocutors, listen with one ear and either talk, or do anything else when they should be listening.

Learn to value true relationships

True relationships are everything! Learn to differentiate between people you can count on, people you can trust and people who only pretend to be reliable and trustworthy. Not everyone is worthy of your trust and not everyone is worthy of being one of your friends. Be trustworthy and reliable, deal only with the reliable and trustworthy and over and above everything else, avoid people who only pretend to be reliable and trustworthy.

You do not have to help or to be friend with everyone

If necessary, put your friend or wannabe friend to the test. There is a time in life where you have to decide who, without any expectation of getting something in return, is worthy to be your friend. There is a time in life, where you have to decide who you are willing to share with and confide in without having to fear, people that you can trust. Those are the only relationships that should matter to you. If you have no such relationships, it is about time to re-evaluate your life. There is no greater warning sign of danger ahead than to be utterly self-sufficient and self-absorbed.

Alone, you are not getting anywhere.


Michel Ouellette JMD [] is a Public Affairs & Communications Strategist, a miracle worker for entrepreneurs, executives and social innovators.


Business in the cafe

Why pay for an over expensively designed and expensively rented offices spaces when you can spend most of your time meeting with clients at Starbucks, Second Cup or any other similar meeting place which offers free Wi-Fi, a place to park your laptop, and a never-ending supply of caffeine?

The low level of noise and casual movement of people in a Coffee Shop or a similar atmosphere is actually a driver for increased productivity and creativity. People need to feel inspired and motivated. Working from cafes places gives you both every day.

They can also provide you with the most interesting scenery


Michel Ouellette JMD is a talented keynote and motivational speaker, public affairs & communications Strategist.


No Business Plan Survives First Contact With Customers

Start With a Business Model, Not a Business Plan and avoid three common pitfalls:

1 – Falling in love with your first idea, without exploring alternatives

The same products, services or technologies can fail or succeed depending on the business model you choose. Exploring the possibilities is critical to finding a successful business model. Settling on first ideas risks the possibility of missing potential that can only be discovered by prototyping and testing different alternatives.

2 – Not listening to customers hard enough

Constantly talking to real potential customers from the very inception of your ideas all the way to their execution is a prerequisite for any serious founder. Great entrepreneurs are often great listeners and they can spot patterns and pick up on small details in customer stories.

3 – Not testing hard enough

Once you have an idea of those customer jobs, pains, and gains you do not want to rest until you have tested if what you have learned from talking to customers is actually real. Actions speak louder than words. There is a big difference between what people say and what they do. People might tell you they are excited about your new product, but when they are in a buying situation their behavior might be totally different. Get potential customers to perform real actions.

Do it the right way!

Distill Your Message to as Few Words as Possible.

Simplicity has never been more powerful.

People are constantly being bombarded with new information. The noise is so deafening sometimes that your most important message can easily get lost in the shuffle.  Everybody’s talking at once, saying so much, that people can no longer remember what we started talking about in the first place. Tweets are flying through the atmosphere as thick as a flock of birds, filling minds with an endless stream of useless information, and crowding out the few things that were really worth knowing.

The world is noisier now than it’s ever been, the competition is tougher and more global, and your customer is being bombarded around the clock with a massive stream of messaging that makes it ever more difficult to remember you and your company.

Focus on simplicity

To be truly memorable, to be the one product or service that people remember when the dust settles, you need to narrow down your message, streamline your sentences, cut out all the fluff, and deliver one, just one strong, simple message, and deliver it clearly and concisely. One of the most valuable skills in the world is the ability to explain complex concepts in simple, easy-to-understand terms.

Writing lots of words is easy; making your point with an absolute minimum number of words is really hard.  Yet it is so much more effective.  Mark Twain once said: “I would have written that shorter, but I didn’t have the time.”  Find the time.

Imagine you had a quick minute to tell a potential customer why he should do business with you.  Because in today’s world, that’s all you have anyway.

Write down what you want to say.  Now cross out as many words as you can, each time reading the sentence again to see if it still delivers the point you want to make.  Keep crossing out words until you have created the shortest sentence you possibly can.

Next, go to one person and deliver your simplified pitch. 

As soon as you are done, have that person tell a person who wasn’t in the room what you just said.

The goal is this:

if a person who hears your simple message can repeat it pretty accurately to the next person who asks what your company does, you’ve got it right.  If they don’t say exactly the words you want repeated–to build your brand and establish your company’s unique value go back to the drawing board and simplify it some more.  Keep it brief, straightforward, and clear.  Eliminate any industry-specific jargon.  Avoid the noise and clutter. There is elegance in simplicity.

Simplicity does not mean removing features, benefits, or services from your product.  It means distilling what’s most important about those features, and explaining them in the fewest words possible.


You decide!

While print magazines and newspapers remain a crucial part of any Public Relation, Communication or Marketing strategy and campaign, their online counterparts are steadily eclipsing them and this trend will likely continue in the coming years.

According to the Pew Research Center’s statistics, more than half of Americans receive their news from digital sources, and the number of people relying on social media exclusively for their news has doubled in the past two years.

How do Public Relations, Communications & Marketing professionals communicate this ever-changing landscape and its importance to clients?

Here are a few key explanations and details published in Ragan’s PR Daily:

7 ways online media benefits public relations