Categories
Public relations

What a fat man walking tells us about media relations

I can still recall the coverage after eight years. Steve Vaught, then a 39-year-old former US marine, was obese. He decided to do something about it and announced his plan to walk from San Diego to New York City. It was an incredible distance to walk. And the media coverage was phenomenal. His journey was […]

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Copywriting

Mondelēz is killing Cadbury’s reputation. What should it do?

Cadbury is stuck in a media narrative from which it seems incapable of escaping. The story goes like this. A wonderful, British-controlled, Quaker-inspired, employee-loving chocolate maker was bought by money-grabbing corporate raiders from America. These evil Yanks have ruined the flavours of its products, sacked workers, moved a factory to Poland and generally ruined the […]

Categories
Public relations

The platinum rule of public relations: pay it forward

Why do journalists badmouth PR people so much? It is probably because they are bombarded by calls and emails from practitioners who seem solely interested in themselves. These practitioners don’t develop relationships: they have “contacts”, a euphemism for exporting a list of journalists from an off-the-shelf database. They don’t have much of a notion of […]