This is what happens when PR agencies try to control the message rather than engage in a conversation with a reporter.
Jeremy Wagstaff (and if you are in tech PR you should know that name) reports on his frustration in trying to get a Tablet PC for review out of Microsoft’s PR agency.
This is one of the things that used to drive me nuts when I worked in agencies. A reporter calls out of the blue asking for something, anything, practically waving money at us saying ‘here I am!! I want to write a story!!’ and agency management go into CYA mode.
“Who is this person who wants to write about our client?”
“What’s their angle?”
“Let’s see if we can get them to write about X (X being the last product or service announcement that went nowhere despite all the promises the agency made to the client).”
PR people tend to forget that despite the fact that our clients pay our bills (and our mortgages and our kids’ college educations) we basically serve the needs of an army of reporters who sometimes (usually) have a different agenda.
The trick is to figure out that agenda and see what you can do to play nice and get your client involved in the conversation (there’s that word again!). Basically being a nice person, playing well and being helpful. All the things I try to instill in my kids and colleagues.
And another message to my PR peeps. The reporter you help out today might be the editor who calls you tomorrow.
Update: Robert Scoble to the rescue. This is what happens in a completely networked world. And this is why PR people should never separate their media lists into the A-list, B-list and C-list.
Because you never know who you are blowing off and you never know who’s going to read their blog.
Link via Steve Rubel
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