Having blogged for almost three years now, we receive an increasing number of media releases from PR agencies. Having run a food PR consultancy before starting our Whale Cottage Portfolio, I have long wanted to write a blogpost about how we view PR consultancies, and the recent Mail & Guardian article, pitting food journalists against bloggers, and detailing how PR consultancies have to deal with the blogging politics, has been a further inspiration to do so.
Our observations are as follows:
1. As the representative of the client, we are surprised about the spelling and grammatical errors that we see in media releases sent by PR consultancies. One would expect clients to sign off media releases, and they too do not seem to pick up the errors.
2. In the era of social media, everyone knows where bloggers are, as they like to Tweet about it. One of the biggest problems this causes is that bloggers know when they have been left off the invitation list for a lunch or launch, without explanation or warning. While one understands that not everyone can be invited to all functions, there is an automatic affront if one is left off such a list, and one picks up from Twitter who is present. This is a minefield for PR consultants. One would think that they would rather host a small number of events with bloggers and journalists who tolerate the presence of others than invite all of them to one function. To be sent the media release about the restaurant/product after the lunch that one has not been invited to is adding insult to injury! No PR consultancy should pander to blogger or journalist egos in dictating who they want/don’t want to be in a room with at a function!
3. My biggest issue with PR agencies is their inability to say ‘thank you’ when one has written about their clients’ brand, whether it results from an invitation to attend a function, or is a spontaneous visit to a restaurant and it receives a good review. Not saying thank you for coverage received is as rude as a blogger/journalist not thanking the host and PR agency for the invitation! As a blogger we are spending our own money and time to evaluate a restaurant or product, and are not remunerated for this by an employer. In the pre-Social Media days, our PR company subscribed to an agency that tracked all coverage we achieved for our clients, especially in print. It was difficult in those days to track TV and radio mentions. To pick up Social Media mentions, one can subscribe to Blogs that one expects coverage from and to whom one sends releases, check Hootsuite for mentions on Twitter (via keywords reflecting the clients’ names/brands), and via Google Alerts for the client name/brand. One should not have to write the PR agency’s Twitter handle into the Tweet linked to the blogpost about a restaurant/product, for the agency and/or its client to pick up the coverage. Blogging has an important role in gaining awareness for a new brand/restaurant, and bloggers with high readership can get the product/restaurant onto the first page of Google, the ultimate goal for any brand, with resultant financial benefit if it leads to bookings. We rarely receive feedback about the business that is created for the restaurants we write about. An exception has been De Huguenot, which is tracking via Google Analytics where its website traffic is coming from, and could tell us how many hits it had received from our write-up about their launch lunch. An absolute no-no is a PR consultancy requesting that one informs them when the blogpost about their client’s brand has been published!
4. What is surprising is how few PR consultancy staff appear to read the Blogs they send media releases to, firstly in not picking up the coverage their clients’ brands achieve, but also in asking for coverage in our ‘events diary’, something we don’t have. This means that everyone on the media list receives the same release and request for coverage, making the PR consultancy look unprofessional in not understanding the bloggers’ writing interests (we are all diferent), and the media release will be deleted as a result. One cannot help but think that media consultants are still old-school, valuing print coverage more than coverage in blogs. Part of the problem is the valuation of the coverage, the measure PR consultancies use to prove to their clients how good they are, and what the coverage achieved would have translated into in advertising Rands. There is no official public information about the readership of an individual blogpost, or even of a Blog, or a means of placing a value on this readership, making it appear that blog exposure is a secondary achievement for PR consultants compared to print coverage, even if the blogpost achieves an excellent Google ranking, and therefore could be far more beneficial to the client’s brand and its sales. There is also no quantification of the value of the immediacy of coverage in a Blog compared to that in a magazine three to four months later.
5. While we appreciate receiving information that can help us write an interesting story on our Blog, we don’t want to receive information that has been sent to every other journalist and blogger. Only one PR agency, representing the Stellenbosch Wine Festival, took time to request which angle I wanted to write about. In the end I chose my own perspective on it. However, background information on a brand launched at a function to which one is invited helps in writing the blogpost, as one can add the personal individual touch from one what one has learnt at the function itself. An exclusive angle is great, but these are seldom seen. Reuben Riffel’s visit to America earlier this year, and his appearances on TV there, was an exclusive story we were given by Manley Communications.
6. Another sign of the lack of understanding by PR consultancies is being sent high resolution photographs, which slow down the download, and are unusable on a Blog. Bloggers prefer using their own photographs, and would not want to use those that every other blogger and journalist have been sent.
7. While we sometimes fear that we will run out of things to write about, there is not such a dearth of material that we have to be flooded with media releases. One wine client PR agency sends a media release almost daily, and they look boring, and have minimal news in them, and are without attractive ‘packaging’ of the release, to entice one to read it. I am unable to write about a wine or a food product if I have not tasted it, and the fewest PR agencies send one a product to evaluate. I would never write about a product that I have not experienced, events being an exception. This does not mean that I feel I have to write something positive because I received the product for free – I may choose to not write about it if it is not exceptional, or if the story does not have an interesting angle. The worst thing that the staff of a PR consultancy can do is to chase coverage. There are no coverage guarantees in journalism and blogging.
8. While branded CD’s look attractive and professional, I far prefer a printed media release, to write from. An attractive interesting media release is preferable to a bland and boring one, for obvious reasons. But the release should be printable, and one should be able to read communication between the two parties, if it is against a dark background.
9. Bloggers do not know all other bloggers or journalists, and it would be really nice to have name tags at events hosted by PR consultancies, with an introduction to those we may not know. I rarely see this at functions. PR consultancies may not realise that the acceptance of an invitation to an event may be more about meeting other bloggers (an ever-growing band), and less about the meal!
10. We would like to be updated on changes happening at restaurants, such as changed names, changed opening hours, winter specials offered, changes in chefs and restaurant management, etc. This may not justify a media release, but an e-mail would be appreciated, so that one can update one’s blogpost.
11. Last, but not least, a free lunch cannot ‘buy’ most bloggers! I have been questioned about the degree of feedback one can give about an event if one has been invited to it, some feeling it rude to provide criticism of an invited event. This is a difficult question, but if the blogger is known to be honest in writing, then one would expect that person to write about the event with warts and all. There is no greater compliment when one’s feedback has led to a positive change. Many critical commenters on blogs question the credibility of write-ups based on lunch/dinner invitations. Any blogger with ethics will declare that a complimentary product/meal was received .
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
An American article guides restaurants with ‘25 Restaurant Marketing Ideas, Tips and Strategy to win in the food business’, most of which are applicable to South Africa too. Local restaurants are not known to be good at marketing their food and service! The list of ideas suggested is as follows:
