Starbucks
issued a press release on January 6 announcing the US debut of its newest
addition to the core espresso offerings, the Flat White.
While not a major news item for mainstream media outlets, this release has the
potential to gain traction in the niche media market with Starbucks, coffee,
food and lifestyle bloggers. Instead of a press release, I would suggest that a direct mailing or coupon offer
distributed to Starbucks/coffee/food & beverage/lifestyle bloggers may have
been a more effective strategy to get the word out. As far as changes to the
press release itself, I wouldn’t suggest any major changes.
Press Release Link: http://www.businesswire.com/news/home/20150106005365/en/Starbucks-Honors-Coffee-Artistry-Espresso-Craft-Flat#.VMbrxXDF8Yc
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