Friday, October 24, 2008

We're not apes!


Rafe Needleman, who's Pro PR Tips blog should be required reading for all folks new to the business, shared an interesting piece this morning on a media company's misguided attempt to highlight its benefits over CNET (Rafe writes for CNET's Webware site).

Clearly this company wants to reach tech marketers that are reading CNET and let them know the huge traffic they are generating for their advertisers. However, a much more deft hand is required to get CNET to publish a story that directs their advertisers away from their own ad hungry pages. The pitch claims forthcoming comScore data will show they have overtaken other tech media properties, including CNET.

A better approach would have been waiting for the actual comScore rankings to be released and following up with a pitch on what those rankings reveal about shifting consumer attitudes toward all technology sites. A quick scan of CNET's coverage of comScore releases would have provided some guidance to how the editors/reporters approach these announcements.

Instead of self-serving platitudes like "NetShelter will become the #1 property for reaching technology audiences worldwide," a pitch that highlights commonalities among multiple properties that experienced growth in comScore's rankings would more likely grab a reporter's attention.

PR practioners get pushed by marketing and executives to make these type of "We're #1" announcements all the time. The problem is most of these people deal with direct communication to the customer and can "get away with" making claims like this (In fact, CNET and others have made a cottage business out of selling licenses to use "Editor's Choice" designations on packaging, marketing collateral, etc.). PR has to work through a filter that is looking for stories that are relevant to more than one company's customers.

While beating your chest and roaring your supremacy might be good for apes, PR professionals need to be more highly evolved.

1 comment:

Fibo said...

This is an excellent piece of advice for PR people: deliver facts, not wishes or promises. Except if you are a well-established business, your hopes and plans are not news yet.