Yes, but what's it for?

I've just completed a news release writing workshop, in which I used this from Virgin Money as a (successful) example of writing for press publicity. Note how the story comes first and how the client is only tangential to the story.

A student looked puzzled and asked me to explain its purpose (beyond getting in the press). Good question. I took a deep breath and introduced the concept of brand building as a means of differentiating competing, me-too credit cards. It's a maintstream concept in the US and is gaining currency in the UK - but evidently puzzled this student from the Far East.

Public relations works best when it's subtle and indirect - and there will always be people (often they're clients) who are confused or frustrated by this non-linear approach.