"Loosen up, don't take yourself so seriously".

That seems to be the advice of one small Seattle company if you want the media to pick up or your press releases.

According to PR Week, Wireless Services Corp.'s public relations firm, KMC Group, was charged with writing a run-of-the-mill personnel press release on the appointment of Dave Hoogerwerf as VP of enginering.

KMC account executive Beth Mayer jokingly jotted down a headline, "Guy with Funny Name Takes Job at Small Company."

KMC president Pam Miller responded, "That's perfect."

"Wireless VP of business development Jim Rulfs liked it so much that he pitched in with some dry wit of his own," PR Week reported, "adding a boilerplate description that the company is 'composed of 12 people in Bellevue, WA, behind a Chinese restaurant and across from a Harley-Davidson dealership.'

"Shortly after the release moved on Business Wire, the emails and calls started rolling in. Most praised the company's moxie. 'Just wanted to let you know this is one of my favorite press releases of all time,' wrote one key industry analyst. 'I've circulated it among my colleagues.'

"More importantly, the headline captured the eyes of WSJ reporter Carlos Tejada, who mentioned Wireless and quoted its boilerplate description in last Tuesday's page-one 'Business Briefs' column. Not a bad placement for a fairly low-profile post at a tiny ASP," PR Week reporter Aimee Grove concluded.