My PR Pet Peeves
On the whole, I find PR people to be great — helpful, quick and thorough. But some have their quirks. I know I shouldn’t but I’m going to anyway. Here are some of my current pet peeves, all of them including examples I’ve collected over the past few days. Let me just first say that of the 100 or so communications I have had with PR people in the past week, these represent a small minority. But you know who you are!
The Who Are You And What Do You Intend To Do With My Daughter? Response I have a stock email I send PR people when requesting information, review units or software to test. This stock email includes a list of the publications I work for and my title. Not everyone seems to read it. Here’s one: “Thank you for your inquiry. xxxxx passed your name onto me and he has asked what your intention is on requesting the device.” Just once I’d love to write back “I fully intend to elope with your device and have many, many children with it out of wedlock” or something less suited to a family paper. Sadly, I’ve not done that yet.
The Yes, There is Google, But How Do I Know You’re Really A Journalist? Gambit Not everyone believes me when I tell them I’m a technology columnist. Is it my name? Does it sound shifty? Neither do they seem to know how to use Google, which other people have found to be an excellent background research tool. One email I got this morning: “In order to do this I will need to verify your credentials. Could you please send me a couple of links to technology articles you have written.” Of course this kind of email also crushes one’s ego: “You mean you haven’t heard of me? Outrageous! Make-up!”
The How Is The Review Going Email? Approach Here’s one I got this morning: “I wanted to check in with you to see how your review of xxx is going.” I try to be a nice guy, but if I told everyone how my review of their product was going, I wouldn’t actually have any time to review any products, or write peevish posts like this. The problem is threefold:
– It’s rude not to respond, but by doing so you invite more.
– If you don’t respond, you get more anyway.
– The truth is I have no idea how it’s going. I know PR people would like to know when the column might be due, and I sympathize, but folk like me may have dozens of columns on the go at the same time, and just because we’ve requested a review unit/copy of your product, doesn’t mean we have a clear date set as to when it may appear. If I see something I’d like to review at some point I fire off an email. Then the device sits in a drawer until the planets are aligned and I feel cosmically ready. Really. Just because you launched your product this month doesn’t mean that’s when I’m going to write about it. Honest.
Only one thing worse than this is people calling me in the middle of the night, unaware of something called timezones (usually PR people who work for watch manufacturers, oddly enough) to ask me how the review is going.
“Right now, you mean? Right now I’m dodging flying furniture from my recently awoken wife while also testing whether your product works when flushed down the john.”
“Oh. Is this not a good time?”
The I’ll Let You Review My Product If You Let Me Review Your Copy Before Publication Response Here’s one I got a few days ago: “We would be more than happy to provide a sample unit for your review. However, we would like to preview any articles that you write based on the unit, before they go to press. If you are happy with this, please reply to the affirmative, and we will have your unit shipped via express FedEx within 3 business days. The reason we ask this is that a previous newspaper article had several minor factual inaccuracies, that could have been easily corrected with a quick review of the draft copy.” Er, no, is this short answer to that. Firstly, my publications frown on this kind of thing. Secondly, who in their right mind would agree? Why would a journalist allow the person they’re writing about approve their copy before publication? Would anyone ever trust that journalist again? Finally, what is this person grumbling about? They got a review, with a few “minor factual inaccuracies”, and they’re upset? Sometimes I wonder whether some people even want people to write about their product. Harumph.
The We Got Amazing Coverage In Your Rival Publication, Isn’t That Just Grand? Email This doesn’t seem like a big problem, and it’s not. But why bother? Are we supposed to be so impressed that we immediately feel the need to write something too? Journalists don’t like to be second to something, and don’t see coverage in other publications as evidence that they should start covering the story. In my case, I usually ditch any idea I had to write the story, unless the other coverage seems off, in which case I feel it’s time to do a “more balanced look”, which is journalist-speak for writing something the PR people will inevitably hate.
The If You Won’t Write About Us, We’ll Find Someone in Your Company Who Will Gambit This is one of those sinister ones, where PR firms cut a deal with a journalist to give them the scoop. It’s usually along the lines of “We’ve got this great story/product/event/announcement/report and we’re happy to share it exclusively with you if you publish it”. I try not to get involved in these. First off, because I’m allegedly a columnist, I don’t need scoops, but I also don’t like the implicit compromises that come with it. Mainly, I feel as a journalist you’ve already become hostage to a PR company’s agenda. They want something out in your publication and you’ve agreed to provide it. I’m too prickly to go along with that, most times. Sometimes these compromises are explicit. The offer often comes with a threat: “We need your response by such-and-such a time, or we’ll take the scoop elsewhere”. That always makes me bristle. (I bristle easily.) Call me old fashioned but I reckon readers deserve more than some cut and dried deal between PR and journalist.
OK, with that off my chest, I’m now going to promise to try to be a better journalist for PR folk. There are some truly great PR people out there who try to move mountains for journalists, with rarely a thank you or even a nod of the head. They deserve better. We journalists should treat you PR people with respect and civility, and shouldn’t ride roughshod over you on our way to your clients. Actually we shouldn’t ride over you at all, roughshod or not. I just wanted to use the words “roughshod” and “bristle” in the same post. Now I have, so I can stop.