I’ve come across quite a bit of blogger backlash against the PR industry of late, and the more I think about it, the more I’m convinced that it’s sometimes really hard to teach an old horse new tricks.
I’ve talked myself hoarse (ok lame pun kinda intended) about how I don’t regard communicating in the digital space as rocket science, but more of an extension of the basics us comms “professionals” should already innately know…just on new platforms. However, a steady chain of #fail examples that have recently been shared with me are now making me rethink what I thunk before.
Fail #1 Spamology
This is when PR people think that blasting everyone and their mother en masse without doing their homework properly is ok. Did I hear you say “blogger list”? While some journalists might still be forgiving of “To-the-editor” pitches mass-sent to 100 BCC email addresses via a wire service (still regularly practiced today by many), for goodness sake, how far do you really think you’re going to get with a one-size-fits-all play these days when there’s so much Google-able information readily available in a split-second search?
Is it really so hard to drop someone a personal note to say “Dear [person's real name], [make reference to reporter's beat/blogger's area of interest and/or a relevant article/post], would you be interested in [give quick summary of what I've got]? I felt it would be of interest to you/your readers because [insert proper reasons here]. Feel free to get in touch if you’d like more information.”
No reply = no interest (or a crappy/spammy subject line). Learn how to write like a human being.
Fail #2 Communicating isn’t a one-way street
Making sure all those key messages got pushed out from the rostrum may have worked in the oldskool days but now that we’re swimming in a lovely sea of citizen journalists with social media footprints that would put Bigfoot to shame, top-down decrees don’t work so well anymore.
What does your audience want to see/hear? What feedback have they been giving and how have you been answering it (if you’ve bothered to listen at all)? What’s in it for them? Giving a blogger a lame freebie and asking for in-depth “coverage” in return is like giving a journalist a goodie bag and asking for a feature story.
Fail #3 There’s no Cliff’s Notes for being digitally savvy
Sorry Cliff, but there’s no regurgitating theory on this one. Anyone can quote a social media guru but that doesn’t always translate to communication smarts.
Today’s communicator absolutely has to be actively using the new communication platforms out there and participating in conversations with others in the space in order to fully understand how they work and be able to provide solid counsel. And if you’re not, it shows. To sift out the wheat from the chaff, I often ask questions like “so what exactly do you mean by blogger engagement and online community building?”. Just because you build it (a Facebook fan page is all the rage these days), doesn’t mean they’ll come. And who said Facebook was right for the brand anyways?
These days, I’m leaning towards hiring folks who are digital mavens first and schooled in textbook PR second. Why? Because if you’re already active online and have a decent audience, it probably means you’re doing something right in terms of communicating with the people you want to reach. Teaching you how to “angle-shoot”, write a press release or craft an FAQ list sounds like it wouldn’t take much extra.
Granted, good PR folks know how to get at the real story behind the spiel…online or offline…and I work with some of these gems. I just wish there were more all around to bring the meaning of “communicator” back up to where it’s supposed to be.
Ogilvy MediaXchange: Pitching the Right Reporter