"This blog-journalist's blog postings are all about camping!"
In the PR world, when we prepare a spokesperson for an interview, we prepare a “briefing book,” or “backgrounder.” This is a document where the PR person gathers information about the reporter (interviewer) to prepare the company spokesperson (interviewee). It includes recent articles the reporter has written, recent interactions the company has had with the reporter and personality traits about the reporter. Examples of the personality traits:“His kitten died recently in a tragic accident involving cheese – steer clear of dairy …”
“This reporter is mean and abrasive, good luck.”
"This reporter has a smell about him – sit upwind if you can.”
Etc.... You get the drift.
Look at what one of Microsoft’s PR agency employees did with a recent media backgrounder …
Oops!
Here are some highlights from Tech Crunch.com's coverage of the incident ...
“It takes him a bit to get his point across so try to be patient.”
“We’re pushing Fred to finish reporting and start writing”
“tricky”
“digs for dirt”
“get a final gauge on where his head is at and reinforce one last time that we want to avoid any surprises with this story”
posted by A Spirited Mom @ 11:06 AM
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