Murphy's Law

Last week a friend passed along a post from a PR firm’s blog that had me rolling my eyes so hard and fast that I strained them.

You see, in the rush to publish a critique in a timely manner, the author didn’t allow ignorance or even the most rudimentary research get in the way of their opinion. It was like they had a pre-canned post and they were looking for an example they could use.  It resulted in a piece that was was not just inaccurate, it was ill conceived and simply untrue.

After reading this critique I did something that the author clearly had not done, namely a little bit of research.  The blog is from a firm that claims to provide ‘strategic counsel’ -  though in fairness the website didn’t specify what they provide strategic counsel on.  Reading the blog post, I’ll wager it isn’t strategic counsel on public relations.

There’s been a rise in this quick reflex PR ‘analysis’ – and in fairness it’s not something unique to PR -  you see it everywhere. People don’t stop to let facts get in the way of their published opinion.

But they should.

Don’t get me wrong, there’s nothing wrong with reasoned criticism or opinion. But that’s not what this was.  This was a post in search of a meme. It’s a kind of professional trolling and while it’s not new it is on the increase. When I see a crisis unfolding I feel empathy for the PR team involved.

Having been on the inside of many issues, I know that the communications team will be working through tough decisions and there’s not always an easy or simple resolution.  In fact, the growth of social media has meant that issues today have far more phases, twists and turns than ever before.

Regrettably these days communicators are often not only dealing with the issue in question, but they’re dealing with the hurlers on the ditch who often pass judgment without any insight (or interest) into many of the complexities involved.

I have no problem with fair, reasoned criticism but the rush to jump on the bandwagon without any insight or rudimentary research isn’t something that should be encouraged.