Month: October 2003

At a time when sport around the world is plagued with drug scandals and overpaid child-like competitors, it’s good to see a real, honest global sporting championship.

Ken Young is a UK freelancer writing a feature for PC Advisor on blogs.  He’s looking for:

– Any self confessed bloggers

– PRs for blogging software

– Anyone with a passion for or against blogging

If you’re interested in contacting Ken, drop me a line and I’ll pass on his details.

 So Scott McNealy’s antics are finally catching up on him.  An open letter to Sun’s board from Merrill Lynch analyst Steven Milunovich which tackles Sun’s business, makes particular reference to Scott’s personality:

“Unfortunately the (Scott’s) act is getting old…. Sending  a clear message with a more pragmatic tone could help. More (some) respect for the competition and for different viewpoints is needed.”

I’ve never been a great fan of the Scott act. Where Larry Ellison comes across as witty and entertaining, Scott fails to make a connection and his ranting has become predicatable. A review and refresh would be worthwhile.

You can download the entire letter from the Merrill Lynch website (sign up for trial access)

 Sad news.  Michael O’Connor Clarke is the latest victim of the current economic difficulties. Michael was lost in the latest round of job cuts at Weber Shandwick Canada, where he was Senior Vice President of their technology group.  A highly capable, well qualified PR professional is in the field.

 Meanwhile, Phil Gomes tackles Microsoft’s increasing usage of sponsored research reports that (amazingly) find their products are better than the competition. Phil suggests that these reports are now subject to the law of diminishing returns and I’d have to agree.

Microsoft is facing into interesting times.  Let’s not be naive, Microsoft is still in good shape, still making good numbers and is admired by millions of people – just look at the number of people who visit their website and buy their products (Note: please no rants about their “monopoly” – a lot of people buy their stuff by choice).  But the company faces a number of serious issues that might impact their company in the longer term. Managing Microsoft over the next five years could be an even harder excercise than it was getting them to the pre-eminent position they hold today.

PR is going to be a core asset over those five years.

PS: The latest issue of G2B Group’s Newsletter is out.

 Vocus has released a new version of it’s PR management software, entitled “Professional Edition” the new version is designed as a budget-priced option.

RLM PR, the guys who brought you the book Full Frontal PR sent out their latest newsletter a couple of weeks back.  Unfortunately a work back-log meant I couldn’t have a read of it until today.

The missive includes an interesting, well-written article by Richard Laermer on “Hacks versus Flacks” and other pieces on Sponsorship and Healthcare.

However, one story that caught my eye was written by Michael Princhinello entitled “Industry-Schmindustry“.

Michael believes it’s what you know not who you know that matters.

“In reality, who you know means nothing�reporters get fired, they change beats and they never owe you a favor. It�s all about what you know.”

Now I would agree that a good PR person, is a good PR person regardless of their industry. Good practice is essential, but media relationships don’t matter? I disagree.

In support of his case, Michael gives as an example a campaign RLM did for an eye drops company that sucessfully secured ink in golf magazines….

Furthermore, in response to his own question about whether “focused” agenies are better he argues that:

“In most cases, the answer is no, because focus leads to boredom. Firms that (wrongfully) specialize in the fashion industry churn out the same mailings, pitch the same seven people, and think in a linear, repetitive manner.

It�s best to take your product, service or business to a firm that has proven they can get coverage in any industry because what you have will be a welcomed and exciting change�something new�just what every PR pro is hoping for. “

You see, I mostly disagree here. One of the most common complaints about PR people is that they don’t understand what they are pitching. Specialists are more likely to have an understanding of:

• The Market
• The Specific Media
• The Competitive Landscape

Now there is nothing to stop a generalist getting an understanding of these elements, but to say there’s no requirement for specialists is somewhat trite.

Many companies, particularly in the B2B business, get the best return not from USA Today but their trade magazine. And just as there is nothing to stop a generalist reaching into a vertical, there is nothing to stop a specialist reaching into the general media – as Michael points out – it’s what you know, not who you know…. ahem…

Good PR is about understanding the client’s business goals, their audience and the best vehicles for reaching those audiences.

If you are a solid PR practitioner you will succeed.

I have asked this question time and time again but no one has answered me.  Why is it that PR people feel impelled to slag off their competition to promote their own services?  Focus on what you are good at and let your competitors do the same.

Rash generalizations about the (in)ability of other practitioners doesn’t help anyone. And as a potential buyer, it’s not credible…

Bloggercon took place last weekend and covered a range of issues and discussions around blogging.

As it usual at these get togethers there were a couple of sessions on journalism and blogging.  I didn’t attend but some fast fingered attendees delivered the transcripts:

• Weblogs & Journalism [Ed Cone (EdCone.com), Glenn Reynolds (InstaPundit), Scott Rosenberg (Salon) Josh Marshall (Talking Points Memo)] (Thanks to: The Shifted Librarian)

 

• Interview with a Blogger – [Len Apcar (New York Times), Scott Rosenberg (Salon) and James Taranto (Wall Street Journal’s Best of the Web column)] (Thanks to: Heath Row’s Media Diet)

 

• Interview with a Blogger – [Dan Gilmor, Doc Searls, Dave Winer] (Thanks to: Heath Row’s Media Diet)

Fleishman-Hillard has been named as one of the hundred best US companies for working mothers. Now I am delighted to post a positive big agency story (for a change).

Jim Horton raised the issue of positive PR not being able to solve everything.  He uses Segway as an example.  A product that had a textbook launch, massive build up in every major news outlet and positive lifestyle stories, but, weak sales.

Elizabeth Albrycht followed up Jim’s posting with a very interesting real-life case study along a similar line which highlights that no matter how successful your PR program, it can’t solve a bad products number one challenge… it’s bad.

I think these examples also raise the importance of the entire marketing process to the success of a PR program.

If all the different elements around a product, namely its price, packaging, distribution etc aren’t correct, a PR program will fail.

Furthermore successful PR programs that contribute to the bottom line build and supplement the activities of other marketing disciplines. A successful launch needs a good product, good PR and good marketing.

Hi there, for some reason a combination of Radio Userland and my hosting company have been falling over a lot recently, so apologies to anyone who has been trying to access the blog in vain.  I am alive and well. Hopefully it will sort itself out and if you’re reading this, then things have returned to normal.

Thanks

Tom

Robb Hecht has a new audio entry on his PR Machine blog. Now it’s only a test (reading his sub-head) but it’s a first!