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Top Picks: E for Effort

3:00 PM -- Nominations for our Top Picks industry recognition program are landing in the email in-trays of Light Reading's editorial staff with increasing regularity now, but there's a worrying trend among a majority of the entries -- many lack effort, originality, and commitment. (See LR Top Picks Program Launches.)

The program is, and I quote, "recognizing products and services that we think best indicate where the communications industry is headed in the next 12 months."

That suggests very strongly that we're looking for cutting-edge ideas that stand out from the crowd.

So what do we get 80 percent of the time so far? Cut-and-paste marketing "collateral" that often begins with a statement akin to "Service providers today are facing extreme challenges... [Insert product type here] is becoming increasingly important... [Company X] has the solution."

Is this how PR agencies earn their bucks these days? (Actually, don't answer that...)

Such entries are currently being dismissed/returned/binned. Soon they will be publicly ridiculed.

So come on, show some imagination, people! Inform and entertain us with your relevant, well-constructed pitches, and try to do it in less than a gazillion words. We don't care if it includes spelling mistakes or crazy syntax -- give us some passion and make us, and our readers, want to know more!

Smart entries that show superior effort and understanding will at least be considered. Lazy, reproduced white paper blurb will be put in the virtual stocks and pelted with digital rotten tomatoes.

We know you can do better. Prove it.

You can post your nominations directly onto the Top Picks message boards, and feel free too to comment on the current nominations.

To find out more about the program, download our "Frequently Asked Questions" PDF file from the Top Picks home page.

Best of luck, y'all!

— Ray Le Maistre, International News Editor, Light Reading

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