Over the last couple of weeks, lots of journalist/analyst/editor bloggers have been bashing PR professionals for bad pitching, faulty research and just plain spam. For instance, Chris Anderson just wrote this post warning of his future ban policy. I actually appreciate his style. Yes, he outed many people, but Chris was clear in his logic, approach and execution. There was nothing mean-spirited about the post since someone from just about every major PR agency showed up on that list… even ours.
Despite getting so much flack, I contest that this is actually good news for the PR field:
- It promotes transparency: everyone makes mistakes. If you anonymously show up on The Bad Pitch Blog or get outted elsewhere, just pat the dust off your pants and keep right on going. Bloggers are humans too. They don’t want to be bombarded, but they empathize with PR people who make a genuine effort and still fall on their ass. Just get up and get right back on that bad boy.
- Bad PR spammers are forced to adapt or change careers. If bloggers and journalists no longer take same ole press releases as viable forms of communications, then publicists are forced to develop relationships and *gasp* actually email or call reporters.
- Of course there are many great publicists out there who already do that.
- This isn’t the death of the Social Media News Release. The SMNR will be used in the corporate newsroom and as part of research for those covering the space/beat. (If you can get your hands on it, Todd Defren wrote a couple of great slides on SEO and SMO. I don’t have a legally publishable copy, but I’ll update you if I get one.)
- The SMNR was never meant to be the conversation, simply a conversation starter. Therefore, it’ll always play a part in media relations, but not in the way we’re used to seeing it.
- Slowly, but surely, (or is this just me being naive) publicists, a.k.a. flacks, will reverse the negative associations of the profession. PR people will be known as just that: people. They’re here to supply journalists, bloggers and interested parties with information for the company. They aren’t meant to peddle or spam or annoy. Really, they’re the information exchangers and gateway keepers.
Our public ‘relationists’ don’t mind the bashing. Keep it up and weed out all the bad ones, so we can brighter. Thanks.
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Awww… I’m just so gush today. 
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