the grass is greener on the internet


There’s relations in public relations
April 15, 2010, 4:08 pm
Filed under: 1 | Tags: , , , , , ,

I don’t usually play the ‘naming and shaming’ game.

However this time I think the firm involved should know better, and if not they NEED to know better.

A Powell Tate consultant recently wrote a comment on the ‘about’ page of a friend’s corporate social responsibility blog, providing unsolicited information about a large F&B company’s new CSR initiatives on behalf of that company.

I use the word ‘wrote’ loosely, because it was clearly a form email.

Why do I have a problem with this? Let me count the ways:

  1. It was completely unsolicited and irrelevant to that page.
  2. We know you’re going to use a form email, but it’s nice to be able to believe that you paid enough attention to who you were sending it to to try and make it interesting/relevant.
  3. It’s bad form to use an email + attachment as a blog comment, particularly when the page has a contact email.
  4. Ditto for blog comments longer than 2 screen’s worth.
  5. Ditto for comments where one third is a wordy legal disclaimer.

Contrast this with the consultant from Howorth in Australia who contacted me a week or two ago about the Microsoft Student House competition promoting Windows 7 to students.

Okay, his job is made slightly easier by the fact that I’m involved with a student organisation also promoting it, and it made a MUCH better impression on me than some of Microsoft’s other attempts to utilise social media.

But what was also nice:

  1. Being addressed by name.
  2. A demonstration that he actually knew what my blog was about.
  3. Not having to trawl through an entire essay.
  4. Comment love.
  5. A prompt response when I replied with a question.

See, it’s not so hard, is it? We know you’re busy. We’re busy. We know you’re probably sending the same thing to other bloggers. We also have problems coming up with new things to write all the time. We don’t expect you to write us a long personal love letter. But just taking a couple of extra minutes to be nice makes a difference.

So, because someone reassured me that there’s still relations in public relations, here’s the feel-good entry that won the competition to share the love. The girls get free rent and use of a slew of electronics for 7 months, which I hope they share too.

[And just because I like segways, I heard about this UK survey recently which says that amongst businesspeople the brand with the best reputation is Microsoft, beating other likely suspects like Google and Apple.

Microsoft, I’m glad you’re back.]

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[…] This post was mentioned on Twitter by Graham White. Graham White said: "How not to" and "How best to" reach out to bloggers. Hat tip for @howorth and @deelau in this call out post http://bit.ly/cZ1UVt […]

Pingback by Tweets that mention There’s relations in public relations « how good you want to be -- Topsy.com




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