THIS PAGE IS AN ARCHIVE. GO TO THE HOMEPAGE TO FIND OUT WHAT TO DO NEXT.
This work is licensed under a Creative Commons License. arch emisou panton
	Phil's Blogservations Friday, June 17, 2005 Posted by philgomes 8:56 PM Marketing Communications Panel At DAC Marketing Communications Panel At DAC Jeff H. of McBru writes in to point to a communications-related DAC panel that he blogged. Jeff says that, "Journalist Peggy Aycinena moderated a panel including Jim Hogan of Telos Venture Partners, Jacques Benkoski of US Venture Partners, Mike Sottak of Wired Island PR and Buno Pati of Xoomsys." Some pretty entertaining reading, actually. I agree with Jeff that the panel perhaps should have focused less on the nitty-gritty. Nevertheless, there's plenty of stuff for your humble host to react to. For example, one of my big issues with news releases is the notion that they must have an executive quote. Moderator Question: Where do you draw the line between hype and reality in quotes within press releases? Sottak: What do you think, Peggy? Peggy, the moderator: Why bother if [journalists] don't believe them? Sottak: The reality is that we'll keep writing them if you print them. Benkoski: Part of [securing a quote] is a bargaining chip with customers. This is an industry where you can't b.s. We lived in a bubble of hype in the late 90s. If you don't have it, don't hype. Pati: Customers aren't going to approve hyped quotes. Many journalists have told me that their eyes almost literally stop at the first quotation mark. Not sure why executive quotes persist — and are sometimes inexplicably the biggest bone of contention during the drafting process — but they've nevertheless become part of the art. I've long since stopped fighting it, out of a need to pick my battles. The quote issue aside, I must say that I agree with Dan Gillmor, who said at last week's BusinessWire panel that press releases read like a conversation between a Turing machine and a lawyer. I'm glad Mr. Benkoski mentioned the BS factor. For years, my email signature has proudly cribbed the famous Feynman quote "For a successful technology, reality must take precedence over public relations, for Nature cannot be fooled." Now, as to our favorite topic: Moderator Question: Are Web logs of value? Benkoski: I'll pass. Hogan: Sharing information is of value. Awwww, man... Mr. Benkoski... You had me at "This is an industry where you can't BS!" Mr. Hogan and I seem to agree here. Generally, people seem to forget that blogging is a tool. For good or bad, as I've indicated before, people treat it as a cause celebre. At the core, though, it's about sharing information effectively. (And responsibly.) Thanks again to Jeff for capturing this. HOME | OBSESSIONS | FAQ | HEROES | CAREER | BLOG | CONTACT Note that the views expressed on this site do not necessarily reflect those of Phil's employer, its business partners, its clients, or anyone or anything that doesn't come from Phil.	ABOUT THIS BLOG This blog not only discusses PR and media matters, but Phil's everyday observations about a variety of topics. EMAIL phil[at] philgomes[[dot}]com SYNDICATE Feedburner ARCHIVE YAHOO! IM SKYPE WISH LIST PITCH POLICY MY PHOTOS www.flickr.com Photostream RSS Enter your Email Powered by FeedBlitz COMMENT AND TRACKBACK POLICY Comments and trackbacks are unmoderated, though I will delete the patently offensive ones. Any comments and trackbacks are the opinions of the individual writer of those comments and trackbacks, and not those of Phil Gomes, his employer, its clients, or its business partners. If you have a bone to pick, bug the people who wrote the comment or trackback.