Content Marketing Today

Why Fifth Third Bank Flunked Press Release Test from HubSpot

Learn from their mistakes so you can score an ‘A’ on your news communications

You don’t have to be a billion dollar bank to send out an effective news release.  But you can learn from their mistakes without having to spend a nickel. 

The folks at HubSpot have created another useful–and free–tool to assess whether your press releases deserve a passing grade within the all important web environment. We had previously written about their awesome website grader.  Click here to read that article.

Unfortunately, Fifth Third Bank scores a dismal 29 out of 100 based on HubSpot’s analysis. Their tool evaluates Internet press releases by examining the elements that make it easy to read and respond to the release.

Beyond the HubSpot black marks are some some other big conceptual missteps that lead to a less than newsworthy release.

HubSpot Black Marks:

• it’s probably written above the heads of most of its intended readers: graduate level.
• no e-mail contact address is provided.
• there is no “About Fifth Third Bank” section in the release.
• hyperlinks are missing anchor text that would incorporate relevant keywords that would make it easy to find.
• hyperlinks do not direct readers to a corporate section that would be relevant to the naming of new regional presidents.

Big Picture Black Marks

• There is little news value to the release.  The naming of new presidents is much more important to Fifth Third Bank than it is to likely recipients of the release.

• The headline does not invite readership.  It should have included some kind of news peg relating to business or consumer benefits that the new presidents would bring to the markets.

• The included quotes are chock full of meaningless clichés that are bereft of reader or customer benefits.

• As an example of the “gotta read it now” (Not!) verbiage that will put readers to sleep if they ever get past the headline: “While it’s exciting to get back to Florida where I have deep business relationships, it also will be nice to be near to immediate family and friends who live in the Orlando area,” said Dee. Dee added that one of her daughters is currently a senior at the University of Central Florida and the other daughter will be an incoming freshman at the University in 2009. Yikes!

Undoubtedly, within corporations of all sizes there is a necessity to spread the word when new executives are chosen.  Surely, however, a little creativity can turn those events into the something that’s at least modestly newsworthy.  Unfortunately, in terms of both newsworthiness and effective use of the Internet, Fifth Third Bank flunks.

In fairness, I should note that their website is pretty solid and provides easy access to a variety of banking and financial services: Fifth Third Bank. Of course, their web address, www.53.com, is just about the best ever.  It is short and unforgettable.

Here’s a link to the 5th 3rd Press Release:

Fifth Third Bank Names New Presidents for Western Michigan and Central Florida

Here’s a link to the actual HubSpot report: Hubspot 5th 3rd Bank Press Release Grade

Be sure to visit HubSpot often.  You will find a wealth of online marketing information and can learn from their effective use a variety of content marketing tools.