I predict a riot of misjudged press releases

As any journalist knows, sometimes it’s not what you include but what you don’t that counts in a story. For the sake of clarity, less is often more.

So hats off to PRs across the board this week for showing uncharacteristic restraint in not using the riots as a peg for their clients’ services. Usually whatever story is currently gripping our collective imagination, be it the collusion of political and media elites or our preoccupation with Pippa Middleton’s arse, someone somewhere will spot an angle for double-sided printing or pen holders.

Obviously journalists can get it very wrong, too (think Amy Winehouse’s Untimely Death Is a Wake Up Call for Small Business Owners – courtesy of the Huffington Post). But in the absence of any riot ‘hooks’ we thought we came up with a few of our own:

Crazed Looters Running Wild on the Streets Demonstrates the Importance of Mobile Working

Blazing Buildings and Breakdown of Civilisation Sparks Interest in Data Back-Up

Absent Politicians Holidaying in Tuscany Use Video Conferencing to Communicate with The Masses

Surge in Online Sales of Baseball Bats, Bazookas and Armoured Tank Sales Accelerate Digital Economy Growth

Boris Johnson’s Efforts to Calm City Boost Interest in Robot Mayor 2012, Blond Wig Included

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