Jargony Press Release

United Cargo hired a new communications firm, announced in a press release. Maybe it’s my lack of experience in the cargo industry, but I find the statement confusing and jargony. My AI antenna is up.

Students might evaluate the message, below, for purpose and word choice. Other than the 100-year anniversary, what distinguishes United Cargo from its competitors? The press release is an opportunity to redefine its position in the market.

Maybe the trouble is whether “appointing a new strategic communications partner” is really news. Of course, the firm wants its own publicity from the release, but how does it serve the client, United Cargo? Students might discuss what a “strategic partnership” means.

Students may be curious about the firm, Lemon Queen. Research into its name and logo, for starters, and its own online presence may give us a fuller picture of the work. (See the website, and Instagram account.)

With a specialty in cargo companies, the firm has particular challenges. The name and graphics just might distinguish it as an edgy, irreverent firm in an otherwise staid industry. Certainly, the link between the logo and the business isn’t obvious.

I will say two positive outcomes from the release. I didn’t know United has a freight company, and now I do. And I hadn’t heard of Lemon Queen, and now I have. Maybe that’s enough to achieve.