One of the key elements of successful PR is the creation of systems which quickly and effectively let you communicate with your key audiences. But what happens when the wrong information accidentially infiltrates the system?
Microsoft have in my opinion, humble or otherwise, one of the most effective PR machines on the planet. The company’s success has been built on a passionate belief in the power of Public Relations. As a result they have put in place a PR system which ensures they communicate successfully with all their audiences. Just look at the widespread coverage of every single Microsoft announcement.
But the recent iLoo incident illustrates the problems that arise when the wrong information manages to slip into the machine.
Although certainly not commercially damaging the iLoo incident is embarrassing and is a timely reminder to all PR professionals that we need to carefully manage what is within our control. The situation isn’t made any easier by the fact that the Internet is rapidly removing any element of control we might have over information.
In case you missed this whole iLoo saga here is a quick summary. A couple of weeks back, 
Microsoft’s MSN team in the United Kingdom announced the iLoo, an Internet enabled portable toilet. The announcement, which took advantage of Microsoft’s PR muscle, was widely covered around the globe – to the surprise of Microsoft staffers in Redmond, Washington. They quickly briefed the media that the iLoo was in fact a hoax – again through the PR machine. And this rebuttal was widely covered. Finally, Microsoft recanted the hoax line and stated that while the iLoo had been a planned project it was now being canned.
All these various versions were covered by the world’s leading new organizations. It was confusing and a little embarrasing (maybe). And it all occurred because internal communication systems broke down.
I did some work with Microsoft in the dim and distant past and I can testify that they have terrific internal PR systems. If their systems broke down, it could happen to anyone.
The Online Journalism Review has a strong-worded analysis of the episode and believes that this comes down to an issue of trust.
More information, less control and the Internet are presenting new issues for our profession every day. No one is immune. 
RELATED LINKS: San Jose Mercury News | San Francisco Chronicle | The Register 1 | The Register 2 | Mac Daily News | CNET |
Murphy's Law 