Murphy's Law

Tom Murphy

Mon, 22 Jul 2002 16:44:43 GMT

PR 101: Anything Apple can do, Oracle can do better….

You might remember that in August last year Oracle Corporation took the brave decision to take their PR back in-house after a very successful eight year relationship with Applied Commuications.

Most high tech firms rely heavily on external PR agencies, so this move was certainly an interesting departure – particularly given the size of the PR brief.

Last week PR Week ran a story entitled “Oracle Completes Global PR Revamp”. A notable achievement in itself, but then I noticed towards the end of the story, James Finn, VP of worldwide corporate communications at Oracle was paraphrased as follows:
“Finn said the company has been dismayed with some of the recent media coverage it has gotten, which he said is unfairly negative. He said Oracle would not be as keen to work with reporters who take a one-sided view of the company.”

Now I am sure this is a mistake, because if Oracle’s VP of coporate communications actually believes that only briefing favorable media is the best way forward, Oracle could be heading into very choppy waters. Let’s hope for his sake it’s a mis-quote.

What do you think?

Written by Tom Murphy

July 22, 2002 at 5:44 pm

Posted in General

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