Brody PR: Quan DESENVOLUPAR la vostra empresa de relacions públiques

250px-Scream_at_laptop.jpgAvui, juntament amb uns quants centenars d’influents blocaires, periodistes i líders de la indústria, he rebut un correu electrònic no sol·licitat de Beth Brody (beth@brodypr.com) amb un comunicat de premsa sobre Jump Start Social Media Publicant un nou llibre electrònic sobre màrqueting en xarxes socials per a petites empreses.

No estava prou malament que fos SPAM, sinó que també proporcionava obertament la llista de destinataris amb el nom i l'adreça de correu electrònic de la resta. Mai he sentit parlar d’això BCC?

No conec la Beth i no ho sé Brody PR, però els faré saber, així com tots els seus clients potencials i clients, que mereixen la gran reacció que reben actualment. Una de les respostes (resposta a tots) del fil de correu electrònic massiu (que continua) d'una figura destacada de la indústria diu:

Traieu-me d'aquesta llista f —- g de la qual no he demanat mai la participació i de la qual no puc donar-me de baixa.

La llista de persones a qui va sortir és la qui és qui d’influencers. Mentre estic halagat de fer-ho la llista, també em molesta que una empresa de relacions públiques reuneixi una llista com aquesta simplement per enviar-nos correu brossa. Estic segur que el llibre electrònic Jump Start de xarxes socials és un bon llibre electrònic ... però no vaig a descarregar-lo, enllaçar-lo ni recomanar-lo perquè la seva empresa de relacions públiques em va enviar un correu brossa.

Les empreses de relacions públiques, més que ningú a la indústria, haurien de reconèixer l’impacte dels correus electrònics no sol·licitats i la importància de la comunicació basada en permisos en aquest món de correu brossa. Tinc un formulari de contacte al meu lloc perquè la gent pugui comunicar-me una línia; aquesta és una manera excel·lent perquè una empresa de relacions públiques es connecti amb mi ... o a través dels altres 80 mitjans socials en què em comunico. Això va ser simplement PR mandrós, pur i senzill.

Ara la meva adreça de correu electrònic està en mans de Déu-sap-qui, perquè una agència de relacions públiques va oblidar totes les normes de Relacions públiques. En espècies, ara he publicat la seva adreça de correu electrònic perquè es vegi a tot el món. No dubteu a deixar una nota a Beth quan tingueu la propera promoció. Estic segur que els encantarà.

Brody també s'afegirà a la llarga llista de Spammers de relacions públiques by Gina trapani. En realitat, em faig preguntar-me si Brody podria enfrontar-se o no a una demanda col·lectiva per violació de la llei CAN-SPAM, ja que no proporcionaven cap mitjà per optar per les comunicacions massives.

La propera vegada que contracteu una empresa de relacions públiques, esbrineu com trobaran influencers al mercat i com s’hi aproparan. Si és com Brody PR, no els contracti. No ho aconsegueixen. Si teniu una empresa com Brody PR que és influent contra el correu brossa, acomiadeu-los. Faran més mal que bé a la vostra marca.

Lectura addicional: Com un sol correu electrònic va matar una empresa de relacions públiques, Hauria agraït una disculpa, Fracassen les relacions públiques: una lliçó i un trasbals ... Estic segur que en vindran més ...

ACTUALITZACIÓ: 8/21/2009 Vaig rebre un comentari molt agradable de Beth Brody demanant perdó pel snafu, Beth té properament un article sobre les "lliçons apreses".

ACTUALITZACIÓ IMPORTANT: 10/19/2009 Hem rebut una nota d'un altre PR de Brody que indicava que teníem els nostres enllaços equivocats a la nostra publicació. Ens disculpem sincerament i els enllaços s’han actualitzat.

22 Comentaris

  1. 1

    The best part about Brody PR is that when I clicked through to their website, the first thing I saw was their header image which proudly proclaims "An agency with a conscience…"

    If that's not Irony, then I don't know what is.

  2. 2

    Doug – people who do these kinds of things have an unbelievable sense of self importance. Look at her client list; aren't you impressed? Even though you didn't opt-in, what she has to tell you is always so important, so brilliant that she is sure you will appreciate that she graced you with her email presence.

    You social media guys just don't get it when it comes to the truly important.

  3. 3

    Thanks for posting this, Doug. Their is public relations, then there is media relations, and then their SHOULD be social media relations (the umbrella that influencers should fall under). Combining these three into one term is a consistent failure throughout the industry, and proof positive that most firms just don't get it.

  4. 4
  5. 5
  6. 6

    wow – yes this is a big f-up but unless this is a recurring error on their part you really should give the benefit of the doubt. People have bad days and make mistakes sometimes. What if someone called for your head and took a lynch mob after you every time you made a mistake in the course of a day? This post could have been just as substantive without publicly deriding the agency and publicist in question. Clearly, you must be having a bad day yourself to be this angry and militant.

  7. 7

    Doug:

    I don't agree. And in fact, I think this post was inappropriately harsh. Of COURSE the woman knows BCC. She made a mistake. The CC and BCC line are just millimeters away from each other.

    You admit that you don't know Beth Brody or Brody PR. Would you say the things you said in this post to her face. Would you say to her client in front of her that they should fire her because she made a mistake about not putting people in the BCC line? I don't know you, so I don't know the answer to that question, but I"d be interested to know.

    This is FAR from the worse spam. Don't you get real spam?

    This woman made an honest mistake and the response has been completely inappropriate. Everyone who responded, including the quote you used, KNEW what they were doing. They were the ones spamming everyone else, consciously. And I"m sure this is not the first time that this has happened. I'd like to know your thoughts in an article I wrote about the piece:

    Social media "gurus" and bloggers are egotistical jerks
    http://www.sparkminute.com/?p=915

    Also, if you want a real PR fail story, read this one. It's a two parter where the client comes in with a completely obtuse move at the end.

    Hey PR, bloggers are not tools to be used
    http://www.sparkminute.com/?p=497

    UPDATE: Bad PR experience story. PR firm’s client is obtuse.
    http://www.sparkminute.com/?p=514

    • 8

      Hi dspark,

      1. I didn't initiate this terrible series of events, dspark. I've had to react to it.
      2. This is a PUBLIC RELATIONS firm. This is their JOB and, supposedly, their EXPERTISE. it's like asking if a patient who's leg was accidently amputated shouldn't get upset with the Doctor.
      3. It was unsolicited commercial email with NO opt-out.
      4. They secretly built this list of email addresses without the recipients knowing.

      This wasn't an honest mistake – it had to take months to put this list together and they have their clients PAYING for this service. That's not honest, it's quite the opposite – both evil and deceptive.

      Doug

      • 9

        It must weigh heavily on you to never have made any mistakes, Douglas. I commend you for that, to be so infallible to not ever make a mistake in PR.

        I'm with David on this. Over the top and unnecessary, but you must have felt the need to go further than other posts.

        • 10

          Jeremy,

          I never said I didn't make mistakes. When I DID make mistakes, I met with the repercussions. If we didn't have repercussions, we wouldn't know that it was a mistake, would we? I'm in touch with Ms. Brody, have sent her my ebook on Business Blogging, and offered to help her firm with whatever she needed.

          Doug

    • 12

      I don't know about Doug, but I'd say similar things to Ms. Brody directly if I had the opportunity.

      I think it's actually worse than traditional spam. Public Relations firms are not advertisers. They are supposed to be expert communicators who know what kinds of messages will please audiences and what tactics will anger them. If anyone should know how to make sure a message goes off correctly, it's a PR firm.

      • 13

        Robby,

        I did have the opportunity. Beth Brody contacted me by email and asked my permission to quote my blog in her new blog, Lessons Learned. And I did request a formal apology – and received it. I think Ms. Brody will recover from this… no doubt.

        Doug

  8. 14

    I used to think that nobody knew what BCC was for. I've changed my mind.I get news and PR releases all day long with (sometimes) HUNDREDS of e-mail addresses in the TO: field (frequently the names and e-mails of every media person in the state of Indiana from radio to TV to print, most of whom I'm sure don't want their e-mail address publicly passed around, not to mention that I believe this violates federal law, doesn't it?).

    I think it is intentional and deliberate in an effort to let the recipients know WHO received the e-mail. First, it raises the sender's self-importance by demonstrating to a sizable audience the alleged scope of their influence. Also by doing this, it puts a little subtle (or maybe NOT so subtle) pressure on the recipient to use the material. After all, if all these great influencers received the material and might be using it, shouldn't I be using it, too?

    And the bottom line is this: she certainly got YOU to talk about it, didn't she? Wonder how many people read your blog and clicked through to the links provided? What's the politician's old saying? "Bad publicity is better than none at all–just spell my name right." You took the bait, hook line and sinker. And in that sense, she did her job REALLY WELL.

  9. 16
  10. 17

    Failing to BCC is a severe ATD lapse, but in PR you have to send out press releases to media contacts en masse – it's the only way you can get it to everybody relevant while it's still newsworthy. I understand your anger at having your email address made public – and you are right to feel this way – but, as a blogger, wouldn't you rather know about news stories when they happen, and are fresh and new, rather than wait to be asked?

    I don't know what it's like in the states, but here in England journalists sign up to media databases specifically so that they can be sent stuff which is relevant to them by people who they otherwise would have no involvement with. What's wrong with that?

  11. 18

    Plus, this could be some young account exec, someone who has just started in PR, and made a mistake. You've totally ruined her. Why would you be so callous? At least her mistake was innocent.

    They needn't have spent months assembling the list – you can go to Media Atlas, Vocus, Cision or any number of other media databases and pull of a list of journalists, bloggers, editors, producers… whatever. I sent a press release to 227 people yesterday, today I've been phoning them all up to see if they want to use it. I've got a load of interviews and coverage for my client out of it. Is that wrong? No. It's just the way things work – they know it, I know it, no one's whinging about it.

    • 19

      PRMira,What they did, and what you are doing, is ILLEGAL in the United States. You must supply an opt-out mechanism, otherwise you are in violation of the CAN-SPAM act. Do you realize that you are putting your company at risk?Stop Spamming people. Put an opt-n on your site and collect email addresses the appropriate way – with peoples' permission.DougSent from my Verizon Wireless BlackBerry
      De: Notificacions IntenseDebate

  12. 20

    I'm not putting my company at risk, because journalists appreciate being sent information which is relevant to them and up to date. This is how PR works and most people are pretty happy with the set up, the people who receive the press releases included. Sometimes you might send it to someone for whom it's not relevant, then they tell you, you apologise and nobody writes a vicious blog about it.

    Obviously I don't know about the rules in the States, but as Vocus, Cision, etc, operate globally ( I think they may be American companies), I can't imagine it's too different. I really think you're creating a storm in a teacup. It's not like she sent you an email about penis enlargement pills or asking for your bank details – this was a genuine piece of PR, which, admittedly, she somewhat nalllsed up by failing to BCC, but that's the extent of it. There's no need for your overreaction.

  13. 21

    I'm not putting my company at risk, because journalists appreciate being sent information which is relevant to them and up to date. This is how PR works and most people are pretty happy with the set up, the people who receive the press releases included. Sometimes you might send it to someone for whom it's not relevant, then they tell you, you apologise and nobody writes a vicious blog about it.

    • 22

      PRMira,

      "This is how PR works" is simply not true. I have relationships with many PR firms and they do not accumulate email addresses of influencers in the market without their permission and then SPAM them. I would highly recommend you rethink your strategies. You may be getting results for your clients, but the POTENTIAL to get better results by building permission-based relationships is much greater.

      I would recommend that you also read the UK laws on SPAM, "Corporations can still be approached 'cold' with email pitches but in these instances emails must have an opt-out clause."

      Doug

Què et sembla?

Aquest lloc utilitza Akismet per reduir el correu no desitjat. Esbrineu com es processa el vostre comentari.