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June 28, 2007
Top 10 Reasons Why Tech Public Relations Fizzle Rather Than Sizzle
We’re linking today to a post entitled: And Now For Some Unpleasant PR Medicine: Top 10 Reasons PR Fails by Colette Ballou who runs Paris-based Ballou Public Relations.
You’d expect the blog of a PR agency owner to put a positive spin on her top 10 list like Top 10 Reasons To Hire A PR Firm or Ten Tips On Being a Media Darling, but Ballou isn’t much like other tech-oriented PR firms in Europe.
We recently met her team at a party for clients in Ballou’s stylish apartement in Paris. Except for the fact that we’re on two different sides (when tech journalists switch to the PR world where the money and the coffee is much better, gossip says they've “moved to the other side”), Ballou and the a:c euro have one thing in common: both are mainly occupied with tech founders in this part of the world and their attempts to make Silicon Valley-style money without the Silicon Valley history and geography.
So if Ballou is not over in France churning out press releases and emailing them to all the names in Gorkana remotely related to its clients market in a spray and pray manner, what does it offer? According to the post, it’s strategic advice. Press releases are barely mentioned.
Ballou writes:
… every once in a while we get a potential client who thinks that PR can make a "me too" business into a Goggle, or who thinks that PR can work wonders for their sales pipeline (when what they really need is another salesperson and not PR).
Other insights:
.
“The media works on its own timetable, which is usually much longer than the client’s”
And she tells clients that they “need to drop everything if the media calls. This may be inconvenient, but the media waits for no one”.
And number 11 goes like this:
Perception is not formed only by the media: it includes analyst relations, attending (not just speaking at) conferences and networking opportunities, submitting awards applications and blogging (whether writing yours, being an active participant/commenter in the community, or both).
Read - Top 10 Reasons PR Fails (A View From Abroad blog)
Posted on June 28, 2007 04:46 AM | Posted to Being European | Permalink
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