Look at this pair of cobbler's shoes...rubbish, aren't they..?

I've just seen my favourite press release of the month so far...and the beauty is that it's a release about a PR agency.

It caught my eye as the subject is Judy Wilks, one of the founding team of Bite and, for the past few years, a member of Bite's senior management team in the US. She's joining Atomic Public Relations as senior president of vice (or something).

Check out the headline:

Atomic Public Relations Announces Strategic Decision to Do More of What It Has Been Doing

The first line of the release reiterates the point:

"Atomic Public Relations, an alternative PR energy source for technology-related companies, today announced plans to carry on doing exactly what it has been doing – only more of it."

Oh my good Lord. It continues...

"As part of its ongoing commitment, Atomic will continue to apply science to the communications process in order to sharpen strategy, enhance creative thinking and deliver better results. It will also continue to push the boundaries of PR and challenge accepted wisdom."

There's really nothing to say here, is there?

According to David Allen Ibsen, "founder and principal of marketing consultancy 5 Meetings Before Lunch, and Webby Award-winning marketing blogger," Wilks will be:

“a great horizontal addition to Atomic’s senior executive team."

"Horizontal"? Sounds a bit dodgy to us. Judy herself says:

"There’s a fair bit of mystique around Atomic Public Relations...I was immediately attracted by the agency’s mix of strategic-ness, clever creative instincts and real IT smarts, not to mention its uncompromising pursuit of ‘better.’”

"Strategic-ness"? "Uncompromising pursuit of 'better'"?

Andy Getsey, co-founder and managing director of Atomic Public Relations, sums it up for us:

“Atomic is an agency unusually devoted to change, but only change for the better. Judy’s a kindred spirit [and will help] maintain our own particular cultural mojo."

Far out.