Author Archives: Robbie Thomsen

Content We Love: Bullets for Breakfast


“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering content optimization advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.

milk breakfastLooking back, mornings at the beginning of the school year always felt hectic and frenetic to me.  Always in a rush to get out the door, the priority was to have something in our stomachs by the time that first bell rang to be in class.

It’s known breakfast is the most important meal of the day. With that in mind, the California Milk Processor Board set out to make sure kids are fed a nutritious meal before school starts. Their release, Eat Breakfast, Win Money For Your School sets the tone of the priorities and establishes it with killer content.

The premise of this promotion is simple:

  • Breakfast is important.
  • And so is good content.

Making breakfast exciting? A headline, bullet points, and an image keep the audience captivated.  What sets this release apart is how seamlessly certain assets are interspersed to naturally draw the reader’s attention.

  • Headlines are notorious for being paramount; this is the introduction to a story and readership depends upon it.

Eat Breakfast, Win Money For Your School automatically captures attention because…sure, I’ll eat breakfast to win money for my school! Pithy and succinct headlines DO matter and have a direct correlation to those taking an interest in the release. For the case of the California Milk Processor Board, I couldn’t help but be intrigued which ultimately lead to this feature!

The use of a bulleted list to indicate school districts invited to participate is an easy and simple draw; it breaks up chunks of text to allow “breathing room” for readability. While bullet points are unnecessary in novels, the attention span of an audience rarely maintains throughout a multitude of lengthy paragraphs. Bullets not only break up the text, but also provide key points to deliver your message.

This release proves that your release doesn’t have to be excessively flashy to draw the eye, and it is remarkably fitting to have a straightforward release for an important message.

Breakfast is important. Content delivers every time.

Thank you to California Milk Processor Board for allowing us to showcase a terrific release!

Author Robbie Thomsen is a Customer Content Specialist for PR Newswire. Off duty, he often can be found in the kitchen, experimenting with myriad foods and techniques. You can follow his tests and trials in front of the stove at

Content We Love: The Golden Key

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Ahhh, Summer.  That perfect time of year for road trips and adventures.  Growing up, my brother and I would explore some new and exotic (to our young minds) culinary delight from around the world.  Due to this adventurous spirit, we were able to indulge in such unique vittles.  These experiences molded my brother and me into the people we are today–completely and utterly fascinated with food.



Looking back, I believe those trips instilled something in me that is of colossal though intangible value.  My fascination with food has spilled into my personal life and I when I saw The Food Network’s release about The Great Food Truck Race, I was immediately intrigued.

The story is the sense of adventure instilled by a challenge.  Here, a youthful and somewhat playful impulse–to try new food on a new adventure–is coupled with America’s entrepreneurial spirit in the form of financial support to start a new business in the unique niche industry of traveling food service.

Multimedia Captures An Audience

This release is a multimedia press release which means it includes “assets” to fully showcase the story. And just like the food, the images are fresh.

Instantly the viewer is drawn in with the background of the release. Pictured is a man holding a golden key. Is this the golden ticket? Curiosity leads to the story which leads to the very reason I love this release. One can’t help but read the story!

And the fun doesn’t stop there. The components are simply laid out and filled with pictures upon pictures, a compelling video, and social media elements. Not only does this allow all readers to seamlessly and flawlessly go on an adventure through the race, but also connects the audience with the story hands on.

The visuals provide us with a glimpse into a world of food service.  I want to see all these teams succeed, and even further, I want to get my own food truck after watching the video. What could I specialize in?! Falafel? Lamb shanks? No–let’s not get too crazy here.

This release catches our eye, and promises us–like the contestants in the show–that we can accomplish anything by following our dreams.

A hearty thanks to the Food Network for sharing the adventure with us!

Author Robbie Thomsen is a Customer Content Specialist for PR Newswire. Off duty, he often can be found in the kitchen, experimenting with myriad foods and techniques. You can follow his tests and trials in front of the stove at

Content We Love: Outback Steakhouse Scores with an Infographic

ContentWeLoveIt seems like everyone has a bracket these days.  March Madness is in full-swing, and team loyalty is running rampant.  You can’t turn the corner without seeing team colors and heated debates among friends.  Even I donned my red and silver University of New Mexico sweatshirt, showing support for my alma mater before a sadly fruitless struggle last night.  C’est la vie.

Basketball is on everyone’s mind, and the infectious excitement of the tournament is drawing everyone out for the fun.  When I saw Outback Steakhouse present an opportunity for friends to root for the teams they love, I was entranced.  With a new promotion and a new product, Outback introduced their new “TourneyTizers” to bring out the crowds on gameday.


Outback Steakhouse® Joins The Madness This March With TourneyTizer Tuesdays

The content showcased a few perfectly balanced aspects which have the power to organically create buzz.  The restaurant chain introduced a new tournament among its products, allowing the competition to flow from the games into the kitchen.

If you’re keen on watching games, you can understand the “visual” element. Press releases are no different! Outback Steakhouse’s inclusion of an infographic gave you the home-court advantage by telling the story with a image.

The release taught a very important lesson – new products and promotions do NOT need to be boiled down to the bare facts or chunks of text.

  • Visual components make a release stand out from the crowd.

The infographic, playful and simple, showed off the exciting new dishes and related the information back to March Madness.

We have a bracket for our teams…
why not for our favorite dishes?

If your company is creating a new promotion, remember the power of imagery.  Outback’s release showed off a new infographic and played off the madness this month brings.  While the NCAA may not have a champion yet, it’s clear that this season Outback is a champion with their TourneyTizers.

Author Robbie Thomsen is a Customer Content Specialist for PR Newswire. Off duty, he often can be found in the kitchen, experimenting with myriad foods and techniques. You can follow his tests and trials in front of the stove at