Tech columnist David Pogue of the New York Times wrote an article recently in the highly read Circuits section that ridiculed Gunnar Optiks, an eyewear company that had sent him a self-promotional press release exaggerating its “high performance eyewear”. You can read the column here. It was the #1 emailed article on the NY Times website for two days straight. This is a good example of what NOT to do. Remember: a press release that includes a lot of puffery, jargon and self-aggrandizement may backfire on you.
