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The Mortgage Mole: Pressing too hard?


Pressing too hard?

Not too long ago, Mole informed our readers about a particularly amusing press release received by the Mortgage Strategy desk that contained a template for creating the perfect press release. The team was bewildered to see the email, which unwittingly laid bare the process of releasing a press statement by disclosing rules such as: “Insert line explaining why this is news.” We were clearly not meant to receive it. However, not all PRs are so careless and this week it appears some are very much the opposite, taking a more “assertive” approach, as Mole diplomatically refers to it. In a release announcing that distributor Homeloan Partnership had adopted its new online sourcing software, technology firm Twenty7Tec sent a preliminary release to the news desk, politely but firmly requesting the story be published that day. When the story had not appeared by the following day, the company’s representative again got in touch, this time to “note that the story has not yet been published”, before demanding confirmation that “it would be on the website by the end of the day”. Mole suggests they undertake a crash course in public relations.

Quality content?

Mole enjoys nothing more than sitting down of an afternoon with the latest copy of Mortgage Strategy and a cup of tea, content that he is keeping abreast of the very latest news in the industry. Furthermore, Mole is proud of the way in which the magazine is produced, enjoying the mix of news, features and data analysis. It seems, however, that not everyone is so enamoured of the content on our pages. Last week, Mole wandered over to the sub-editors’ desk to ask an innocent question, only to find a team member had fallen asleep in his chair. While Mole’s initial reaction was disappointment that someone could fall asleep reading our coveted content, it soon dawned on him that perhaps the Mortgage Strategy subs are simply working too hard to make sure our readers get the magazine they want.



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