“Press release as blog post” drives me mad

MH at Syniadau says:

I have to admit to not being fond of the way that political parties interact with the media before a general election. Policy tends to get broken down into bite-sized chunks that will fit into a one column story or a two minute video clip on the news. There is no room for any detail.

Clywch, clywch! “Press release as blog post” drives me mad. Several times I’ve wanted to learn more and explore the detail – and been let down. By all the parties.

Boiling a complex issue down to a single press release with few or no links is too simplistic. It’s designed for newspapers, radio and TV, who have limited space. But news is, we have endless space on the web.

It also makes me think we’re stuck in familiar habits. Then just bolting on our digital media strategy.

Although I include party politics, this observation is applicable in many fields. We can do far better than this in Wales.

e.g. how about a manifesto wiki (or some kind of open collaborative platform) with deep levels of detail and relevant outbound links depending on how far you want to go down? People can ask questions, suggest improvements and help make it better and more accurate. It’s not expensive. Nobody in Wales is trying this at the moment.

(I know Hywel Williams AS tried something similar once with Wiki Deddfu, the technology was there but it lacked the investment of time and understanding of the human side. Also, it’s vanished from the web so we can’t learn the lessons and you can’t check if my analysis is correct.)

Corollary: it’s very hard to find a blog written by a PR company in Wales which is actually worth your time. Maybe it’s the curse of feeling you have to be “on message”. Comment if you know differently.

Peace and Love, the Ringo way

Is it me or is this possibly the worst PR ever?

This clip has been broadcast today by TV and covered by loads of media – and counting.

It’s a great example of how NOT to communicate.

Whatever you think of Ringo Starr as a musician, he has worked hard over a span of five decades to build a following of dedicated fans. The breadth of his fanbase is the envy of many musicians, particularly emerging bands.

And in a succinct 44-second video clip he declares his intention to toss a great deal of that away. Well, throwing away mailed correspondance from your fans is tantamount to the same thing. Massive blunder.

This is not just about music. For “fans” substitute, if you prefer, “customers”. Except that someone who takes the trouble to write is more like a super-customer or super-fan: enthusing about you, recommending you to others, blogging about you, announcing your news for you on forums…

Through my work with musicians I have observed this kind of fan at close range. Granted, they are a little more earnest than the rest. They hang around after the gig. They might need a bit more maintenance than the average person. But they are great people to have around. You can’t afford to ignore them, let alone cut them off. Whether you’re on a small level or a big level, they are offering to help you with whatever you are trying to achieve.

This is not about privacy issues either. Ringo Starr’s website boldly announces his new album. He is an active artist, still touring. Therefore he is actively making invitations for people to embrace him as a person and get into his music. People will respond to those invitations, he CANNOT switch that off. (If he wanted to be left alone to spend some time with the family, garden or somesuch he always has the option of doing a Rick Astley and disappearing completely for several years.)

This recent speech by wine blogger Gary Vaynerchuk explores these ideas in a social media context. It’s a kind of semi-ridiculous motivational thing about building brands using social media. He does a lot of shouting… you need to answer your emails, respond, care about your users, through as many media as possible – that sort of thing. While entertaining, it’s pretty obvious stuff! Fulfilling these obligations can be time consuming. Vaynerchuk takes an extreme approach by personally responding to every message.

As a byproduct of his own success, Ringo has a bigger, more cumbersome issue with postal overload. How about hiring someone for a day a fortnight? Give them a custom rubber stamp of a Ringo-face and a stack of envelopes. Or a stack of signed postcards? While you’re at it, why not bung in a flyer mentioning the new Ringo album and tourdates?

Aside from straightforward courtesy, it’s good for business.