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Best of: There is such a thing as bad publicity

This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from September 2011. We welcome your feedback.

By Linda ForrestCubes - 207 - BEST OF

There’s a famous adage in our industry that there’s no such thing as bad publicity. I beg to differ. Your PR resources are doing you a disservice if they fall into any of the following five categories.

1. They’re poor writers

We’ve actually had prospects tell us that their PR agency can’t write. Superior writing skills are essential to good publicity, especially in the technology realm. Technology is complicated and if you don’t clearly articulate what it is your technology actually does, your market won’t know its value and you’re subsequently hampering your market opportunity. Those media targets on your list who are interested in and write about hardware, for instance, may not give a fig about the software components of your offering. Speaking from experience, I’ve visited websites, read press releases and other marketing materials that fail to communicate the value proposition of whatever’s being written about. The death knell for your communications effort is sending out materials that leave the reader scratching their head, no clearer about what it is your company actually does, who for, at what price, why, and where they can learn more about it. The five Ws (and two Hs: how and how much) are essential to communicating effectively with your marketplace. Your PR resources must be able to articulate the important details of your offering, no matter how technical. If the technology is not well understood by your PR team, then they will be unable to write about it effectively.

Bad grammar and spelling are simply unacceptable.

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