It seems many "rules" surrounding writing press releases and advertising copy have been shattered, largely because of the new social mores that the Internet imposes. One rule that should never, ever be overlooked is the simple rule of clearly communicating the facts:

• Who is affected by your news?
• What is your news?
• When is/did your news taking/take place?
• Where is/did your news taking/take place?
• Why should the audience care?

While the ideas might not be presented in that order, they should still be presented in your message.

I was disappointed when I received an ad via e-mail today from a "partner" of a magazine I write for. It's promoting the "BIGGEST Sales Event of the Year" (including those caps, which must mean it's really big, right?). The company is holding an open house to celebrate. They give the dates, time, and the why I should care. I have no idea where the event is being held, though. There's also no contact information for me to ask questions. If I click on the ad embedded in the e-mail, I think I'll be taken to the company website (I haven't tried it), but what if I want to call instead?

The company advertising here is a fairly reputable company in their industry. If they can forget to employ these rules, certainly others can, too. I'm sure the magazine charged a decent amount to use their good name and their mailing list. I think it could've been money better spent if they'd included just those few other details.