As a writer, it bugs me when companies don’t value writing enough. Sometimes press releases come across my desk that make me shake my head. They’ve either been written by an intern, or by some owner who thinks that he doesn’t need to spend any money on writing and can do it himself (or herself). Here’s an example that made me laugh. I won’t mention the hotel, because for all I know it’s great, but from the press release I’d be scared to go anywhere near it. One direct quote: “The formerly derelict top floor has been completely transformed into 13 individual sumptuous bedrooms and suites.” Is the rest of the hotel still derelict, is what I want to know.  Here’s another one: “Monsoon showers designed to make you feel like you’re under a waterfall.” Really? A “monsoon” shower I would expect to make me feel like I was drenched and blown against the side of the stall. It also says the “cutting-edge wet rooms” have two showers side by side, so please tell those of us who aren’t masochists about the other one!  The owner is quoted as saying that he expects the new luxury floor to “set the cat among the pigeons” in his local hotel market. While that’s a perfectly viable metaphor on its own, it means “to cause trouble; to make a lot of people angry or worried; to send running.” I guess I get his drift (or the drift of the flack that put the words in his mouth), but I bet the writer meant it as “ruffle some feathers,” i.e. make uneasy. As the saying goes, “you only get one chance to make a first impression.” Bad writing will just make people laugh at you, which is probably not the effect you’re going for. –Mary Hunt, editor, eFlyer