Communication Overtones Comments
I think one way to solve the problem is to have big huge bleeping impossible to miss link in a blog's navigation that reads
HOW TO PITCH ME!
I added that to mine a few days ago, it seems to help.
Data points,
Barbara
Great post, as usual Kami. You're probably right that my post may have been wrongheaded, but I'm happy to say that John Cass, Shel Holtz, Neville Hobson and I are trying to do something about it. We're hoping to put together a roundtable discussion, including the database companies, bloggers and journalists, along with some notable PR and marketing folks, to talk about what I think is a transitional environment in journalism and PR. The three links in that chain (databases, PR folks and bloggers/journalists) all need to alter their approaches for us all to coincide. PR having the biggest adjustment, of course.
At least we're talking about it and not continuing the one-sided bitch-fest. Hopefully, we can makes some headway and define some parameters for us all to live with in a better harmony.
Great post. I'm looking forward to seeing more answers in your comments.
Barbara; I also agree that taking a little personality as a blogger is a good idea. I rarely publicly complain because I don't really have a policy.
Jason; I agree that talking about it is the first and most important step. I also agree with standards, and maybe even an "improve this pitch" approach for learning. I would be happy to help out with that!
I guess I am going to be the contrarian and say that I totally disagree with the reporters and bloggers. You get famous, people want to influence you, get over it. To say they are right in outing entire firms this way is wrong headed in its right. What you have is a bunch of bloggers that are too drunk on their Technorati ratings.
I am not defending spam. You know that I don't subscribe to relentlessly spamming.
I am saying defending two wrongs is ridiculous.
Geoff; I absolutely know you don't subscribe to spamming out messages, thankfully.
I also want to be clear that I disagree with BOTH the blacklisting bit as well as the "get over it" stance.
There has got to be some middle ground here that can be taken. Then again, I usually find that since I can only really change myself, that I will probably continue to try to do the right things and not worry too much about the fringe idiots.
Personal responsibility seems to work. But I know some will never get there, on both sides.
The public blacklist isn't going to help. In fact, it's just going to make relationships between PR & journalists more strained.
As a PR pro, it's hard to work in an era where if I in any way oppose a request from a journalist I risk a scathing blog entry about my uncooperative attitude, where if I pitch something they may not be interested in they can publicly blacklist me, and it's assumed I'm at fault.
There has to be something we as an industry can do to improve things, but it's going to require both sides making changes. And it all starts with common courtesy. What did it really accomplish to create the list and publish it?
I don't have any answers, just sadness that (oveall) I don't see an end to the madness.
Sandra; Exactly my point, and why I used the Scarlet Letter as an example. All were to blame but only one paid the price. It's not fair and it accomplishes nothing but smug self satisfaction.
On the other hand, we as PR can't also say "no fair" and take home our marbles. That gets us nowhere either.
Compromise is a difficult thing to accomplish, but that is the only solution that there is.
There is no middle ground, Kami. This will never end because our profession works off lists as a starting point, and I know you do, too.
The difference between good PR and bad PR is the ability to use the list as a tool, a starting point to begin conversation, not a spamming solution. The difference between good PR is forging relationships versus carpet bombing releases.
Bloggers do need to get over it, and you will never sway me differently. Success has its price, this is one of them. Don't like, it, don't blog. Seriously.
Bloggers feel like because they have a keyboard they can wholesale say whatever the hell they like, and they can. But at the same time, success brings responsibility. Trapani acted inappropriately.
We all get the spam. Just delete it. This is where new media can learn a good trick from old media. Use the delete button.
The solution? No short cuts. Do the background research (without relying on lists, although the list can be your initial "guide"). And err on the side of caution.
Of course, mistakes happen. But those mistakes are ultimately our fault (and the excuse that we acted on the information available is very reminiscent of a certain administration). To tell bloggers - a-list or otherwise - to "get over it" is, with all due respect to Geoff, not the solution.
Geoff; Hogwash, three is always middle ground. And never say never, I said I would never live in Houston, and here I sit.
I do use lists, and I didn't say that I didn't, but as you know they are only a starting point and are never very good. I am concerned about the quality of these lists. I am also concerned that we live in an opt out culture and we have no real good way to accomodate that as PR professionals.
If we rely on a central list, then we run the risk of depersonalization. If we run our own personalized lists, then we run the risk of someone else in the same company offending again.
Do I think Tripani should have put out a blacklist? No, I don't, it was reactionary at best. But I can understand the impulse.
Brendan is right that it is up to us to figure out how to improve the process. I see your point too Geoff, but it solves nothing and breeds discontent.
You are wrong on that. If you keep enabling bad behavior, it will continue. I for one plan on ignoring bloggers who take themselves too seriously.
We cannot change what they do - as each will have their own unique threshold for pitch pain, and their own way of dealing with it.
We can, however, change what we do - meaning educating our staff who conduct the outreach, doing the proper research on who to approach and how, building relationships ahead of time, and (as a result) avoiding those who are too "high-risk" to touch.
I should add, however, that it also means educating our clients and senior leaders that reaction to these kinds of incidents must be put in the right context - people should not be fired (or rarely), and accounts should not be lost. It is a fickle and unpredictable environment, and we must manage expectations accordingly.
Brendan; And there you are getting to the heart of my personal philosophy, which is that you can't change anyone but yourself!
Geoff; As for being wrong, I am not afraid of that. I have been wrong before and will be again. But this time, somehow, I don't think so.
The best way out of these things is almost always through self reflection and creative compromise.
This dialogue among PR pros and bloggers is a very good thing, but let's not forget that every reporter despises SPAM lists. They might not create a wiki outing the PR pros that do it, but the bottom line is they are largely ineffective.
Michael; Largely ineffective? I would go so far as to say completely ineffective. IN fact, spam is so pervasive that almost everything else is less effective too. Journalists are rightly jaded.
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