We continue to receive as many questions on blogging and blogger outreach as we do on tech, so I wanted to share an unedited email (other than the removal of line breaks) we received from PR firm A & R Edelman yesterday:
Hi Dave, I saw this morning’s posting by Mari Silbey about “Adobe’s Launch of DVRCast Imminent†and I wanted to let you know that the headline is a bit misleading. At the Streaming Media East panel, Kevin Towes discussed an upcoming offer for a free sample piece of code (DVRCast), which will help Adobe’s customers use the DVR functionality feature available in FMS 3.5. That code will be available later in the month at www.adobe.com/go/fms_tools. Would it be possible to clarify this in order to prevent any possible confusion? Thanks, Tricia Stream on behalf of Adobe
Let me start by saying we recognize we’re not infallible. We will and do make mistakes - some factual, many grammatical. And on the surface, Tricia’s request above appears pretty innocuous and is relatively polite. But the devil is in the details.
When you get hundreds of pitches every month, it becomes pretty easy to identify the takers. The folks who want something, but give nothing in return. Good PR outreach, be it blogger or traditional media, is synergistic and, like all relationships, needs to be nurtured. And this is the first time I’ve ever heard from an Adobe rep. Which is fine - it’s unrealistic to befriend every media outlet. However, knowing that, Tricia should have begun her email by introducing herself and validating our coverage of her client’s space. Maybe something like this:
Hi Dave, We haven’t spoken before and I wanted to introduce myself as one of Adobe’s reps. We enjoyed reading Mari’s positive impressions of DVRCast this morning.
Next, before telling someone they goofed, you may want to find out why. I’m not sure if Tricia noticed it or not, but Mari is actually on site at Streaming Media East. So I’d want to understand how she may have come to an incorrect conclusion. Plus, even in the wrong, many of us bloggers are quite sensitive when it comes to requests for content modification - a diplomatic approach is best.
I see she’s been attending Streaming Media East, where Kevin Towes discussed DVRCast. Did Mari happen to attend his session? I wanted to provide some clarification that DVRCast is actually a sample module which will help Adobe customers utilize the DVR functionality currently available within Flash Media Server 3.5. We’re hopeful you can help us convey these finer points to your readers.
Lastly, as I frequently find myself saying: We have no interest in monologues. I’m happy to discuss anything with anyone. But I insist on dialogue - lines of communication need to remain open. If we only receive one-way communiques when you want coverage or you want a correction, you’re less likely to meet your goals or those of your clients.
I’m happy to discuss DVRCast further and learn more about Mari’s experiences at Streaming Media East. Additionally, I see Zatz Not Funny hosts tons of Flash coverage - we’d be happy to answer any questions the team has and ensure you’re looped in on Adobe’s new media initiatives. Please don’t hesitate to drop me a line or give me a ring.
Even if you don’t want to hear from us, fake it. Good PR is nothing more than well developed interpersonal skills and understanding your audience - net result: being able to positively advocate for your company or client.
