Scoble's new policy on PR, press, blogs
By jimgris on Sep 19, 2004
I like the policy. I think it would work well for someone like me if I'm ever in the position of having to talk to the press. You see, I'm not big on talking to the press in the first place. I'm not sold on the value, to be honest. Along with the press comes formal interviews staffed by PR people with the idea of delivering "three key messages" to someone who doesn't want to hear them and will (rightly) not print them. Then there's the pain afterwards of reviewing the "message pull through" from the "coverage" you "generated" or "secured" and the inevitable executive raised eyebrows when the messages didn't "resonate." The result? The press is not happy because you are shoving messages at them, the spokesperson is not happy because you are constricting the conversation, and the executive is not happy because the reporter is not printing the company's story. Yuk.
Ok, that's a bit extreme, but I'm not too far off. Having spent entirely too many years in PR, it's nice to be on the outside with absolutely zero desire to be a "spokesperson." It will never happen. I don't have the disposition to deal with the press that way, just like I didn't have it in PR to manage the press from that perspective. There's simply nothing of value in PR-press-spokesperson system for me to get excited about. However, I love blogging having conversations and interactions at conferences. I want to do more of those activities. Talking to customers and developers about Sun and OpenSolaris and the market dynamics surrounding them both is great fun. And listening to ideas about how I can better engage is always welcome and educational.
Scoble's new policy recognizes both sides of the equation -- he's going to blog and talk at conferences publically, and the press can certainly quote all that. But if you want an exclusive, formal interview you have to call PR for vetting and logistical support. Works for me. I'll just skip the second half.