We don't know enough about the other side

by Volker Weber

ZZ74CE655D

On November 12, 2002 -- yes, my memory is terrible as in 'I don't forget' -- I read a dossier about myself. And it was very good.

I was in Florence for an IBM event and I returned from a party to our hotel (@Vesey, this is where me met). At the welcome desk I picked up some material and in that stack of paper, there was a folder intended for an IBM executive, preparing her for the event. This was the first time I read the "other side".

Then yesterday I read this tweet by my esteemed colleague:

Does Microsoft Germany have dossiers about journalists? Of course they do.

It dawned on me that journalists know too little about the hard work of PR professionals. The work they do when preparing meetings between executives and journalists. I was just lucky to have seen it years ago. And it was quite a revelation. Not that this folder contained anything shocking. It was just a testament of the excellent work that went into it. What was in there?

This was fascinating reading. Not only did I have everything I needed to prepare my story. I also knew which questions I did not need to ask, because I already had all the answers to those. This was one of the best and most enjoyable interviews I ever had. An intelligent conversation between two well prepared people.

I wasn't supposed to have this folder and I returned it in the most discrete way. But it has opened my eyes to just a small part of what PR people do. And it made me curious enough to learn more about this profession. I think that journalists should do an internship in a PR agency to understand what is going on there.

We can turn this observation around. There are too many PR people who have no idea what happens between their pitch and an article in a newspaper.

Comments

Ha ha! Only the other day I was remembering that Florence conference. Totally agree about the value of a top-quality agency. For a tech company intelligent and well-thought-through PR is probably the best form of marketing, IMHO.

Vesey Crichton, 2016-08-08

Recent comments

Andreas Eufinger on Unfallfolgen :: Ab jetzt geht es bergauf at 12:01
Lars Berntrop-Bos on Erste Schritte mit Deinem neuen N26 Konto at 11:42
Bernd Hofmann on Huntress at 11:41
Lars Berntrop-Bos on Android Updates :: Nokia macht weiter alles richtig at 11:24
Lars Berntrop-Bos on Android Updates :: Nokia macht weiter alles richtig at 11:13
Volker Weber on Last-Minute-Geschenk :: udoq-Qi-Lader at 10:21
Marcus Kuchler on Last-Minute-Geschenk :: udoq-Qi-Lader at 10:20
Hans-Werner Mattis on Unfallfolgen :: Ab jetzt geht es bergauf at 09:38
Volker Weber on Last-Minute-Geschenk :: udoq-Qi-Lader at 07:59
Matthias Welling on Last-Minute-Geschenk :: udoq-Qi-Lader at 07:57
Felix Kluge on Android Updates :: Nokia macht weiter alles richtig at 22:01
Felix Kluge on Android Updates :: Nokia macht weiter alles richtig at 21:59
Paul T Calhoun on Drawing on the iPad Pro 12.9 at 15:45
Dennis Frank on Drawing on the iPad Pro 12.9 at 12:06
Sami Bahri on Traktor KONTROL S4 MK3 at 10:42
Ragnar Schierholz on Last-Minute-Geschenk :: udoq-Qi-Lader at 08:01
Thomas Mendorf on Traktor KONTROL S4 MK3 at 02:08
Volker Weber on Kleines Update zu ginlo at 00:02
Christopher Schmidt on Kleines Update zu ginlo at 23:53
Jan Van Puyvelde on Tagesangebote heute at 23:32
Kai Schmalenbach on Traktor KONTROL S4 MK3 at 21:23
Marco Schirmer on Traktor KONTROL S4 MK3 at 19:34
Volker Weber on An fremdem USB-Port sicher laden at 17:34
Christoph Jung on An fremdem USB-Port sicher laden at 17:28
Volker Weber on Unfallfolgen :: Ab jetzt geht es bergauf at 17:16

Ceci n'est pas un blog

I explain difficult concepts in simple ways. For free, and for money. Clue procurement and bullshit detection.

vowe

Contact
Publications
Stuff that works
Amazon Wish List
Frequently Asked Questions

rss feed  twitter  amazon

Local time is 12:04

visitors.gif

buy me coffee