http://strom.com/awards/335.html
Last week's column (WI #334) on the dastardly deeds of PR reps (I
apologize for offending some by using a term that I only meant endearingly,
really!) received many thoughtful and wonderful responses. I'd thought I would
share two of them. Here are comments from a fellow editorial colleague as well
as from a PR person. And I thank all of you that took the time to write back to
me (even including those PR people that also included pitches for their
clients). The more we talk to each other, the better we can all do our jobs.
Letter #1:
David, You and I have been in this business for a long, long time.
We've seen lots of PR people, and most of them are well-intentioned-- said with
the knowledge that the road to hell is paved with good intentions. I have an
ethical concern about swag or even free product samples. Yes, appointments and
press tours seem to collide with the fourth dimension, and yes, lots of vendors
waste their time with regurgitated PPT content.
There is a dividing line between journalism and technical
expository writing. Journalists have to describe what they see, in context.
Tech writers have the additional ability to put technical perspective into what
they're writing. Journalism has to be free of bribes, just as Congress has
become saturated with money and influence. The phrase "We the people"
is now "We the business"..... and money, swag, and other financial
considerations influence the outcome in ways that the reader ought to know
about.
And so the major problem is that a PR person has no knowledge if
they're getting a geeky journalist, a tech writer, a channel advocate, or some
hybrid individual to target. Then there's the story that an ad salesperson told
them was the target of the publication vs. what the editors think vs. what they
read and discern as content. This can make life tough. Swag is for Guatemalan
customs agents.
Another fraction of the problem is the American method of
vendor/advertiser sycophancy that favors the funder's interests ink, rather
than the readership's in targeted content. Harry Newton, for all of his
unbelievable boorishness, at least put it all on the table when he said that
you got ink when you paid for it. Others in our industry have this little dance
they do when they shuck and jive and blush when they tell the little white lies
about what their content's all about. And we went from 392 publications in the
computer industry down to about 40 in print as a result of the lack of veracity
that ensued. But I digress.
Tom Henderson
Letter #2:
Hey, David I really appreciate your weighing in on the subject of
what makes for a good PR professional -- it blows my mind that "PR"
and "low standards" have become synonymous to so many journalists.
Regardless, I have come to understand that that is simply the
reality right now, and the best way I can counter this is to demonstrate my
value (both strategic and tactical) as best I can to every editor I come into
contact with. My personal goal is to reduce the perception in the eyes of the
tech trade and business press of PR people as useless greedheads whose purpose
no one can quite figure out...and here's how I do this:
1)
I pitch good story ideas that my client fits into rather then
pitch my client (with the exception of product, funding, or standard corporate
news)
2)
I leverage my relationships to give the press access to people and
information they would have substantial difficulty talking to or getting a hold
of without my participation
3)
I do all I can to make sure my executives are prepared and
understand the point of the interview
4)
I act accordingly when I realize the meeting tanked and address
the points of failure with both clients and the media
5)
I educate (yes, educate) both the press and my clients on a wide
variety of issues
6)
I learn all I can from both the press and my clients and leverage
that knowledge to make me more useful
7)
I am straightforward and do not set unrealistic expectations
8)
I am smart, dedicated, and care about doing a good job
9)
I treat my associates the way I would like to be treated -- and
keep in mind we are all human beings and even the best PR people, editors, and
executives make mistakes at one time or another
10)
I follow up after press briefings
These are not listed in order of importance, they are all
important. Anyways, I'm sure this is a rant you have heard before, and it is
not the first time I've read something along these lines. What I liked about
yours is that you at least included some things that add value to you rather
then just focus on the problems. It also gave me the chance to create my own
little manifesto, which I am sure I will re-use.
My firm is considering partnering with a non-profit to teach a
seminar on "PR 101" to entrepreneurs who either aren't ready, or
can't afford an agency or even in house staff. I have a little file to store
content for that class, and your column, and this email are in them. If nothing
else, it is a starting point... So thanks.
I have had a tough week but I am not here to cry on your
shoulder:)
Best regards,
Elizabeth Safran, Trainer Communications
Promotions
My friend Sam Blumenstyk is well into his evaluation of various
storage area networks. Read Sam's SAN Diaries online here:
http://www.varbusiness.com/sections/technology/tech.asp?articleid=42063
And if you are interested in subscribing to VAR's Tech Advantage
weekly newsletter where we chronicle Sam's SAN adventures, go to this page on
our site and click on that newsletter to sign up.
http://www.channelweb.com/sections/Resources/Newsletters/
Entire contents copyright 2003 by
David Strom, Inc.
David Strom, dstrom@cmp.com, +1
(516) 562-7151
Port Washington NY 11050
Web Informant is (r) registered
trademark with the
U.S. Patent and Trademark
Office.
ISSN #1524-6353 registered with
U.S. Library of Congress
If you'd like to subscribe (issues
are sent via email), please send an email to:
mailto:Informant-request@avolio.com?body=subscribe.