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china tour
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computer monitoring software
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If the PR agent says “let’s disseminate this widely,” and the client insists “I don’t want Mossberg; I want Ars Technica,” well, then, there’s not much PR agents can do after their clients have rejected their recommendations.

For the past 10-, maybe 20 years, MBAs have tended to not understand advertising, PR, or marketing.

Equally clear: the effective PR folks understand it’s about connecting to a concrete business (or organizational or political) objective. When you do that, no one gnashes any teeth about measurement – they’re too busy reveling in their success…

Equally true: there is good PR and horrible PR. Just as there is good journalism and horrible journalism. It’s often just after experiencing “bad” PR that these folks chirp up…

… they’ll get over it.

In the meantime, the lousy journalists create wonderful job security for the good PR folks.

Did Ooma actually snub old media? Mossberg had a review as the embargo lifted, so he clearly had hardware before the launch which was more than most bloggers got, as I understand it. AP carried the story and the NY Times had it on the Bits blog.

However, the welcome from all was less than rapturous so I wonder whether the PR snubbed anybody but simply found that no-one was very convinced by what Ooma had to offer. In a blog or column, you have the opportunity to trash it. With news, there is far less flexibility so maybe people considered that the spike could take care of it.

PR seems to have had little impact on Ooma: it’s all about the product itself.

The media environment is rapidly evolving and so is PR – just not always at the same pace. The real issue here is that not all bloggers get their information the same way and not all PR people understand how to work with these individuals.

I don’t see the industry as broken, just in flux. Plenty of good PR people, like Brian, are doing a great job with social media and traditional media. The authoritative book on how to absolutely do it right hasn’t and can’t be written. That’s like trying to engrave your name in a lava flow.

To me, the central challenge of effective media relations is the same as it’s always been: You have to have a good story, and you have to know how to communicate it in ways that will appeal to your audiences. The methods available to do this may have expanded and gone more virtual, but the communication avenues are and will always be secondary to the story.

Which is why today’s consumer-driven environment (“if the audience can’t touch it and play games with it, it doesn’t exist” indeed!) makes PR even more challenging. But, as Brian has said, challenges are the fun part!

Modern PR exercises viral marketing to the limit, but smart PR agents do not throw away traditionalists for the sake of TechCrunch and Second Life. Case in point – Ooma, Ashton Kucher’s VOIP company. The Ooma agent snubbed Walt Mossberg, the NY Times, Network World, etc. in favor of a strict focus on TechCrunch, Engadget, ArsTecnica, Gizmodo, under the mistaken belief that all “old media” was irrelevant. And where is Ooma today? The same place as any startup that thinks its technology is good enough to sell itself.