gapingvoid: the krypronite factor
Hugh McLeod has published a brilliant analysis of the task facing corporate PR. It deserves to be quoted in full.
DAY ONE:
KRYPTONITE: Our bike locks are the best.
THE MARKET: Yes, your bike locks are the best.
DAY TWO:
KRYPTONITE: Our bike locks are the best.
THE MARKET: Yes, your bike locks are still the best.
DAY THREE:
KRYPTONITE: Our bike locks are the best.
THE MARKET: Ummm... yeah I'm sure they are, but what's all this about some recent video on the net that's supposed to show how you can crack your locks in 10 seconds using a simple Bic ballpoint pen?
DAY FOUR:
KRYPTONITE: Our bike locks are the best.
THE MARKET: Hey, I just saw that video on a friend's website. And I'm kinda ticked off because I just paid $60 for one of your new locks 3 weeks ago, and I'm wondering if a Bic pen can crack my lock or not... does the pen crack all Kryptonite locks or just one or two models?
DAY FIVE:
KRYPTONITE: Our bike locks are the best.
THE MARKET: Hey, I just visited your website and saw no mention of the Bic pens. What the hell are you doing about it? Are you going to fix the locks? Are you going to give me a refund?
DAY SIX:
KRYPTONITE: Our bike locks are the best.
THE MARKET: No, they're not. You guys are a**holes.
This poses a huge problem for corporate PR. For years, PR has relied on cutting services to keep track of what the world is saying about their parent company. But this is way too slow now and doesn't cover the vast number of potential websites that could be talking about you. If you're in PR now, you have to be using tools like Google News, Technorati, Blogdex, Daypop, Topix.net, or you won't be able to stay on top of what's happening. And that still doesn't answer the question of what you do next when something like the Kryptonite Factor lands in your lap. [from: JB Ecademy] |
