Eeks. I always feel bad for anyone who gets any kind of bad PR practice "outing" in the media, like Clinique got from PRNewsers after putting a freelance trade reporter through hoops through their website. The writer shares her full experience on her blog post "Tales from the Trade Press: Clinique's Press Office Hell."
Whether this was a case of neglect and badly outdated web interface with the media or an unnecessarily heavy-handed media relations response, the burning question is the same. Why make it so hard? We're not talking nuclear warhead decisions here! And, eh-ehm...its 2010. Technology has changed everything.
- Never make it hard to be reached for media queries. There's no excuse not to be. Your website and blog should have a visible contact number or e-mail, and new affordable online newsrooms make it so easy to share press releases, images and important facts about your business that make it easy for reporters to run with.
- Be responsive. Yes, it's tough keeping up, but in my book, responsiveness wins in the PR game and sticks with your reputation.
- Don't treat a freelance reporter or blogger, assistant editor or newbie like he or she is second citizen. They're contribution to the news funnel is important and they may also land at some news outlet you'll be dying to be in. Everyone deserves respect. Don't be a snob.
Shame on Clinique. There's no reason a big lifestyle brand like this should have a problem answering a media query more quickly to personally discuss the nature of the story and determine how best to give the writer her story.
Because as a customer, I've always had a top-notch experience with them, I was sorry to read that their UK-based PR included so many extra hoops for potential media exposure - even though the US contact seems to be rather easy to track down through a Google search. I agree that there are lessons to be learned here. Every interaction is an opportunity to either support or detract from their brand, and this case was certainly a detraction. To me this reiterates the importance of realizing that if they're trying to control the message, they are fighting a losing battle.
ReplyDeleteYou're so right Kathleen. Meanwhile, there are other smaller and great beauty brands out there who would jump hoops to be in the story. Thanks for the comment!
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