Blogosphere's Untamed Ugliness
| posted by Marc HausmanWhen a college-aged intern named Kathryn at Qorvis Communications
fired off an Email to TechCrunch’s Michael Arrington requesting
information on how to purchase an article reprint little did she know
that she was about to experience the untamed ugliness of the
blogosphere.
Qorvis Gets Crunched
Social Times
http://www.socialtimes.com/2008/03/qorvis-gets-crunched/
For
the sake of full disclosure, Strategic Communications Group (Strategic)
competes against Qorvis from time-to-time. I know one of their partners
– Doug Poretz (http://www.qorvis.com/an_influential_firm/bios/poretz_d.html) – fairly well and think highly of him and the firm.
I’m
also an avid TechCrunch reader. I find the reporting, insight and
analysis of their bloggers to be helpful in understanding the market,
its players and the trends.
After reviewing the comments and dialogue on CrunchNotes (http://www.crunchnotes.com/?p=449) I think there are a couple of important lessons learned from this situation:
1.
Similar to media outreach and industry analyst relations, PR
consultancies must task its experienced and well-trained staff with
blogger relations. The traditional agency model of cowboying up a group
of junior staffers for tactical execution has proven ineffective.
Bloggers must be treated with the same professional respect and
courtesy as other influencers. It’s not happening right now. Arrington
notes in his comments the constant deluge of press releases TechCrunch
receives from uninformed PR hacks.
2. Regardless of the
diligence and professionalism PR representatives demonstrate, we have
to journey into the blogosphere with a thick skin. There’s no peer
review process as there is in traditional publishing organizations. To
get cut-through, many bloggers rely on an emotional, combative stance.
3.
Never pick a fight when challenged. It merely confers credibility to
the blogger’s post or comments and keeps the issue relevant. It was a
misstep for Qorvis’ Seth Thomas Pietras to go after Arrington on his
own blog. He will never win that fight.
Seth Thomas Pietras, March 22, 2008
Congratulations
for picking on and publicly humiliating a college intern who was giving
you the courtesy of asking permission to use your content for our
benefit. Given how dumb this issue is, I’m baffled at the extent to
which you all have gone to attack this smart, capable young woman. I
hope you feel great about yourselves. Have a great long weekend.
Seth Thomas Pietras
Senior Director
Qorvis Communications
Mike Arrington, March 22, 2008
Seth -
Assuming you are actually with Qorvis.
I’m
not sure you understand the amount of time that firms like yours take
up by throwing random crap - mostly press releases - our way. To then
send yet more email that shows you don’t know that we are not a print
publication is yet more time wasted.
I took the time to post
this in the hope that PR firms will begin waste less of my time in the
future. In that way, it is an investment.
It may very well be
that your intern is smart and capable. Combine that with an ability to
do a Google search before sending out emails like this, and you’ve got
yourself a winner. A quick tutorial to your staff on what a blog is and
isn’t might be a good idea too. Or, as a last resort, actually visit my
site.
You did not request permission to use my content. I get
requests like that occasionally and know what they look like. You asked
for a reprint of an article, which print publications do. So, in
addition to wasting my time, you are also a liar.
Finally, I am
not humiliating your intern specifically. Her last name was removed. I
am “attacking” your firm, not an individual. If you take this kind of
liberty when you spin your clients - specifically twisting the facts
and then injecting emotion into your message, I feel badly for them.
They deserve competent and ethical representation.
