"You're so vain. You probably think this post is about you."
PR Newser points out that Apple only let one reporter, Walt Mossberg, touch the robes of Steve Jobs so that he might be healed. It reinforces some of the opinions I’ve been tweeting about Apple. Let’s face it – they’re an arrogant brand.
The Bad Pitch Blog was contacted by an anonymous source who is calling out another arrogant brand – Ralph Lauren.
Based on the way Ralph Lauren’s PR peeps are handling media relations, it looks like they could use an ego check.
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Subject: Ralph Lauren Fall 2010 Fashion Show
From: "PRL-FashionShow"
To: More than 50 members of the fourth estate
Date: Mon, February 01, 2010 6:11 pm
Hello,
Thank you for your interest in attending the Ralph Lauren Collection Fall 2010 Fashion show.
At this time, we are currently at full capacity and are unable to accommodate your request. We look forward to working forward with you in the future.
Sincerely,
The Ralph Lauren Press team
--
OK, the text on this one is short, sweet and to the point. But did they have to cc everyone? Why not bcc them? It feels like the email equivalent of quickly ushering these 50+ folks to the corner of the room to meet Mohammed, Jagdish, Sidney and Clayton. ”Grab a seat and make yourselves at home.”
PR Newser, once again, helps us point out that perhaps fashion PR is going to Kell in a hand basket.
Just Say No
We’re not saying you should always say yes to the press (or to the dress for that matter). Richard and I know of one very smart PR person that probably says no to the media than he says yes. But when he does say yes on behalf of his employer - a major brand you all know – copious amounts of national coverage ensue.
My point is that there are ways to say no. The above examples from Apple and Ralph Lauren land in the how not to pile.
The Media Relations Paradox
If you spend time and money establishing a channel of communication with a member of the media, you need to be there for them during good and bad news to keep that channel open. You can't dodge a reporter's calls and emails after your company just released some really bad news and then expect the same reporter to drop everything the next time you have good news.
The Cincinnati Enquirer’s James Pilcher and I discussed this during a recent point/counterpoint discussion (see slide 15).
If we're earning our keep, we’re being strategic about our media relations efforts. It takes more than an all-out publicity blitz to get results for your client. The better you get at media relations, the more often you’ll likely have to decline media opportunities. That’s fine. There are plenty of nice, honest ways to say no. Just remember there’s a difference between saying no and saying bite me.
Bite that Apple Steve Jobs Desktop uploaded by Sigalakos
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Great post Kevin and perfect timing! I have been dealing with a similar situation--trying to counsel a client on the etiquette of media relations.
ReplyDeleteI love your blog but I disagree with your take on Apple, except for the part about earning your keep by being strategic.
ReplyDeleteTheir strategy is to only give access to media who they know are fans of their company.
I'm not saying I endorse this practice, but it does increase the chance of positive coverage, and that's what PR people ultimately strive for.
I agree Apple is an arrogant brand, but it is a tactic that's working for them. It's one that is very risky, but is paying off for them. Apple gets so much coverage, and most of it is positive, I say this even though I will continue to call that thing the iTampon (stupid name).
ReplyDeleteAs for Ralph Lauren, I have no words. Hopefully it's a mistake and wasn't deliberate.