This is an old chestnut that comes up with enjoyable regularity.
We are talking about the PR imposter…
How long before we all realize that:
Concentrate on communication rather than subterfuge and you’ll do much better.
Danny Goodall sent me a recent example. He’s a fan of English soccer team Southampton. There growing pressure on the club’s chairman and he’s recently hired a “PR Firm”. Rather than engage in dialogue they ‘cleverly’ posed as a ‘fan’ and went posting supportive messages on Southampton’s message boards.
Only problem was, the messages were tracked back to the PR firm’s web address. Doh!
Good job. Where did they learn about communication? Good ROI on those billable hours though.