We continue to receive as many questions on blogging and blogger outreach as we do on tech, so I wanted to share an unedited email (other than the removal of line breaks) we received from PR firm A & R Edelman yesterday:
Hi Dave, I saw this morning’s posting by Mari Silbey about “Adobe’s Launch of DVRCast Imminent” and I wanted to let you know that the headline is a bit misleading. At the Streaming Media East panel, Kevin Towes discussed an upcoming offer for a free sample piece of code (DVRCast), which will help Adobe’s customers use the DVR functionality feature available in FMS 3.5. That code will be available later in the month at www.adobe.com/go/fms_tools. Would it be possible to clarify this in order to prevent any possible confusion? Thanks, Tricia on behalf of Adobe
Let me start by saying we recognize we’re not infallible. We will and do make mistakes – some factual, many grammatical. And on the surface, Tricia’s request above appears pretty innocuous and is relatively polite. But the devil is in the details.
When you get hundreds of pitches every month, it becomes pretty easy to identify the takers. The folks who want something, but give nothing in return. Good PR outreach, be it blogger or traditional media, is synergistic and, like all relationships, needs to be nurtured. And this is the first time I’ve ever heard from an Adobe rep. Which is fine – it’s unrealistic to befriend every media outlet. However, knowing that, Tricia should have begun her email by introducing herself and validating our coverage of her client’s space. Maybe something like this:
Hi Dave, We haven’t spoken before and I wanted to introduce myself as one of Adobe’s reps. We enjoyed reading Mari’s positive impressions of DVRCast this morning.
Next, before telling someone they goofed, you may want to find out why. I’m not sure if Tricia noticed it or not, but Mari is actually on site at Streaming Media East. So I’d want to understand how she may have come to an incorrect conclusion. Plus, even in the wrong, many of us bloggers are quite sensitive when it comes to requests for content modification – a diplomatic approach is best.
I see she’s been attending Streaming Media East, where Kevin Towes discussed DVRCast. Did Mari happen to attend his session? I wanted to provide some clarification that DVRCast is actually a sample module which will help Adobe customers utilize the DVR functionality currently available within Flash Media Server 3.5. We’re hopeful you can help us convey these finer points to your readers.
Lastly, as I frequently find myself saying: We have no interest in monologues. I’m happy to discuss anything with anyone. But I insist on dialogue – lines of communication need to remain open. If we only receive one-way communiques when you want coverage or a post update, you’re less likely to meet your goals or those of your clients.
I’m happy to discuss DVRCast further and learn more about Mari’s experiences at Streaming Media East. Additionally, I see Zatz Not Funny hosts tons of Flash coverage – we’d be happy to answer any questions the team has and ensure you’re looped in on Adobe’s new media initiatives. Please don’t hesitate to drop me a line or give me a ring.
Even if you don’t want to hear from us, fake it. Good PR is nothing more than well developed interpersonal skills and understanding your audience – net result: being able to positively advocate for your company or client.
Sorry to single you out, Tricia – your note came the same day I was processing this topic. The outreach wasn’t horrible, but it could have used some help as described above. We do appreciate you noting the author of the post – many PR folks (and readers) frequently miss that. And as you heard from Mari, we did modify the post title and provided additional clarification as an addendum: it’s not a product launch, it’s a feature launch.
I was just watching a documentary about Lutheranism on PBS. It chronicled Martin Luther’s life, the significance of his actions and the implications of removing all the artificial constructs that the Catholic church inserts between the people and their beliefs. Lutherans apparently *really* resent that the Catholic priesthood insist on being the “brokers of faith”, that the people are too stupid to have a direct relationship with their God, and must be given an interpretation of what is right and wrong. I am not a religious person, so this was all new, and very interesting to me.
…people not allowed to have direct access to information? Self proclaimed experts artificiality inserting themselves in between the people and what they consider important? Those same artificial authorities speak “down” to the people, full of hubris and condescension?
Dave,
Singling someone, or some agency, out is one thing (and perhaps this is your style, I don’t read your blog regularly), but posting the employee’s full name as a part of your quote is another.
If you expect people to take you seriously while you defend whatever assaulted your ego last, at least try to muster up some semblance of professionalism while indulging your nerd rage.
Just because you have a blog that some people read doesn’t make you a journalist. I’m sure there is a litany of 12 year olds with a bigger readership than you who handle their online persona better.
You made a mistake, someone thought it was worth correcting (and I see nothing wrong with how they did it). Calm down, have a coke and a smile, and enjoy your Friday.
Oh, I’m perfectly calm and my ego is fine. I’m sharing a blogger’s perspective as a freebie tip to PR professionals looking for a little insight in our thought processes and how they might maximize impact to the benefit of their clients. But I don’t claim to be a “journalist” and I’m not overly concerned with the size of my readership – blogging is a fun activity I do in my free time. Having said that, we absolutely want our content to be accurate.
And honestly I thought I was being relatively polite and professional, refraining from implying Mr. Towes’ presentation might have been closer to a sales pitch and not suggesting any clarity issues may have partially been his responsibility.
As far as using names, I didn’t think anything of it. So maybe that’s on me. My name’s out in the open, as is Mari’s, Tricia’s a spokesperson – we’re used to being in the public (Internet) eye. And here on ZNF we regularly quote or cite people. And are regularly quoted or cited in turn. But given the nature of this post, perhaps I should have used more discretion. So I’ll take that point into consideration the next time I run critiques such as these, thanks. (And I’ve just removed her last name.)
Did abe just say “nerd rage” really?!?
I just re-read Dave’s post and see absolutely nothing wrong with it. I was a bit more offended by abe’s rant in the comment where he attempted (in vain) to belittle you as a blogger.
What Brent said!
My question was, why didn’t Tricia just leave a comment to the post like everyone else?
…Dale