Once in a while public figures come under attack because of a comment that they have made in the media. Usually they have said something that is not in line with their organization’s or political party’s official statement. Time for bailout tactic #1!

 

An example: recently Ms. Jet Bussemaker, Minister of Health, Welfare and Sport for the Netherlands, publicly called it ‘a major disaster’ if Barack Obama would not be elected President of the United States. This comment resulted in serious criticism from her own party, stating that this could seriously harm the Netherlands’ reputation. Like many have done before, Bussemaker used a popular bailout tactic: she said that the comment was made ‘at personal title’. This is too easy and naive.

 

Too easy, because Ministers and other high-ranked individuals are not being invited by radio and TV programs because of ‘their friendly personalities’ or because they have ‘such nice blue eyes’. They are being invited because of the position they hold and the organization that they represent. Naïve, because you simply cannot expect the public to discern personal and work-related comments from each other. With the increasing amount of information that organizations fire at us, should we also make distinctions between personal and work-related opinions?

 

Naturally these people can still have a personal opinion, which they should be allowed to express. But power comes with responsibility. By accepting a public function, they should realize that their personal opinion is not personal anymore – by definition. Everything they say and do will be placed under a magnifying glass, also after they close the office doors 5 pm.

 

Alike making off-the-record comments to journalists: if you do not want them to be published, don’t make the comment. Simple as that.

Sometimes you read a rather simple news fact, but one that really hits you due to its potential impact. Do you know that feeling? Well, that's what I had last week when the news on Google News came to me.

Google News USA has started an experiment whereby people or organizations who were actual participants in the story in question can add their comment to the news story. After confirming the real identity of the person these comments will then be posted next to the story. Click here for (a screenshot of an) example.

You, as PR professional, were probably already monitoring Google News for coverage on your company or certain subjects. And if a newspaper or magazine writes a negative and/or factual incorrect article on your employer, you will most likely contact the editor and send him a letter with your side of the story. At least that's what I'd recommend. 

But you'd better speed up that process and keep an extra eye on Google News, because here's your chance to get your story across - not just in tomorrow's newspaper but now. Grab that opportunity!

A while ago I have called for a ban on bad press releases. Still there are times when a press release is a valid option. Fine, no problem, but let's agree on words and phrases that should never (NEVER!) be used in releases anymore.

Here is my top 10 of words/phrases to be banned from every press release, as they are being used way too often and easily:

1. Delighted to announce
2. Leading supplier of
3. State-of-the-art
4. Unique
5. Solutions provider
6. Groundbreaking
7. Enable
8. Innovative
9. Business-critical
10. Best of breed

And some that have just fallen out of the top 10:

• World-class
• Competitive advantage
• Revolutionary

Agree? Looking forward to hearing your additions...

… my parents for buying me a computer some 10 years ago;

… my management for hiring me and giving me access to Internet;

… my girlfriend for introducing me to VoIP;

… my housemates for installing the broadband Internet line at my Amsterdam flat;

… all web site owners for providing so much interesting content.

… the Thai people for building so many Internet shops around their country;

… the inventers of Collective Conversation for creating such a great platform allowing me to express my views;

… the builders of CC for making it possible;

… my colleagues for giving me inspiration for my (bi-) weekly rants;

Thank you all for making me into the active Internet user and content generator that I have become. Thanks to you I have become the Time Person of the Year 2006.  

Finally I want to congratulate You, You, You and You for sharing this title with me.

Thank you.

 

Question: How old is the press release?

Answer: 100 years and one month...

On the 28^th of October 1906 Ivy Lee – considered by some to be the founder of modern PR – wrote the first ever press release. Lee’s agency was working with the Pennsylvania Railroad when a serious train accident happened in Atlantic City. Besides inviting reporters to visit the accident scene by themselves, he also distributed a release to the media. The New York Times applauded this unusual opennes of the company and published it literally, without modifications. (Now that’s coverage!) 

His next release was for anthracite coal operators whose employees were striking. This time he received a lot of criticism as he was said to manipulate the news.

100 years on PR by press release is everso popular...

Since e-mail has become commonplace, the physical threshold to issue a release has been reduced to one mouse click. Now anybody with one finger and a computer can write a release.

“Got news? Press release!”

“Not such major news? Never mind, still a press release!”

Let’s stop this. We all know that editorial staff are being overloaded by releases that contain no news. Journalists are getting fed-up by yet another company claiming to be the leading provider of a life changing product blablabla...

Next time you start writing a release: stop typing. Get yourself a coffee and take a few minutes to rethink your decision. Isn’t there a better option? Have you thought about offering (exclusive) interviews? Factsheets? An infographic maybe?

Let’s do this and leave the release to the real important stuff. Perhaps you will make it into the New York times then.