Last week, I spotted a blog by MG Siegler on TechCrunch that took Facebook’s PR machine to task for trying to cover up, or rather divert attention from a developer story they didn’t’ like. In his blog, “Facebook PR: Tonight We Dine in Hell!,” Siegler notes that the journalists are at war with the PR industry, and although there are many battles, the one he wants to tackle has to do with spin.
I question the validity of his hyperbole, and his overdramatized position, starting with the controversial headline that sucked me in to read the blog in the first place, demonstrates that spin sells, at least to an extent. His presentation of the lengths that Facebook PR team goes to in order to discredit his story seems a little extreme, and whether he chooses to believe it or not, Siegler is spinning his tale to make his point. Maybe he should go into PR.
In any case, he raises some valid concerns about the state of PR and some of the questionable practices of PR professionals. As he state it:
The fact of the matter is that the entire PR industry is like a weed growing out of control. Current estimates have PR people now outnumbering journalists 3 to 1. Think about that for a second. And one of the industries in which this infectious growth is most apparent is the tech industry, where it’s boom time. My email inbox is a testament to this. As is my voicemail inbox. I’d bet that at least 75 percent of the messages I get in the day are from PR people. Their campaign strategy in this war is shock and awe.
Now, I don’t mean to suggest that all PR people are evil or have the wrong intentions. Many are very nice people. And some are even very good at what they do. But increasingly what they do is nothing more than attempt to spin or grossly misrepresent what it is we do. For many of them, helping journalists/bloggers/writers get access to accurate information is secondary. It’s all about controlling a narrative — by any means necessary. And that has to stop.
That last statement is one I agree with. Our job is not to control the narrative. Naturally, we present our clients and their wares in as positive a light as possible. We point out the benefits that are derived from the features. We make a case for competitive positioning, and that could be called “spin” if you wish. However, the facts will out, and like a rotten egg you can’t cover up the stench of a bad story.
I make it my policy to work with analysts and editors in as frank and open a manner as I can, without compromising my client. As I have told clients in the past, my value to them hinges on my credibility with the press. If I can be helpful to a reporter or editor, they will remember that service. If I lie or mislead a reporter, they will never forget the disservice and I will have lost an editorial ally forever. I tell clients that the editors are as much my clients as the people who pay me, because I will have to call on that editor again, long after the client has gone.
So the Facebook PR disinformation campaign that Seigler describes in his blog post is bad PR practice, although I understand where it comes from. When bad news hits, the downhill slide starts and PR is at the bottom of the hill, trying to clean up the mess. Rather than trying to put the lipstick on the pig, it’s better to admit the error or embrace the bad story and neutralize it then and there. If you deny it, or try to adopt a non-denial denial, then the evasion becomes the story and compounds the embarrassment.
Especially in PR, it’s time we left the spin cycle to the washing machine and adopted honesty as the best policy.