DIARY: Listen pros: what is new, take two!

We love the PR industry. Really. Everything about it, from the word ’strategy’ to the word ’synergy,’ gives us a warm and fuzzy feeling. But it’s getting to the point where we have to remind agencies thirsting for coverage that the key letters of the word ’news’ is ’new.’

We love the PR industry. Really. Everything about it, from the word ’strategy’ to the word ’synergy,’ gives us a warm and fuzzy feeling. But it’s getting to the point where we have to remind agencies thirsting for coverage that the key letters of the word ’news’ is ’new.’

We love the PR industry. Really. Everything about it, from the word

’strategy’ to the word ’synergy,’ gives us a warm and fuzzy feeling. But

it’s getting to the point where we have to remind agencies thirsting for

coverage that the key letters of the word ’news’ is ’new.’



One recently sent us a press release dated November 1. In it, the firm

announced two staff promotions that went into effect on August 15.



So wait - the firm wasn’t sure the promotions would take, so it waited

two and a half months to let the outside world know about them? To us,

this sends out two powerful messages: ’We have no confidence in our

employees’ and ’We’re too lazy and/or cautious to announce news as it

happens.’



The latter strategy (there’s that word again!) has been used any number

of times by agencies announcing account wins. We’ll receive a flowery

press release trumpeting how Agency X has ’recently’ won 15 new

accounts.



Wow - must have been one hell of a week! Even more galling is the way

pros can play dumb about this: ’As far as I know, all the business was

won over the last 132 hours.’



We’re not telling you how to do your job. But don’t complain if your

stale news fails to find its way onto our pages



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