Yes, folks, it’s that time of year again: Back to School Season.
This is NOT an excuse for linking any and every product to school-age children. So PR person who was about to press <send> on a mass email to parents… STOP IT! RIGHT NOW! [GO TO YOUR ROOM!]
Re-read your pitch and make sure there really is a link to getting kids ready for back-to-school. And please be age appropriate. I’m still laughing at the one forwarded by a friend today that urged parents to make sure their college-bound kids know how to use their cell phones.
Yes, you read that right. Don’t believe me? Here it is:
While I am all for parents discussing safety risks with their children — including young adults off to college, I don’t know a single college-age person who wouldn’t be insulted being referred to as a child. I’m insulted on their behalf just reading this pitch.
And of course, as my friend wrote when she forwarded the pitch, eight-year olds know how to use cell phones. The idea that an 18-year old needs help using one is just bizarre.
The other two points are more relevant to the young adult away at school for the first time, but that brings up the other problem with this pitch, all of which I’ve included above except the signoff with the rep’s phone number.
It’s a stealth pitch. I’ve written about this before, but your pitch should always be clear about who and what you represent. Hiding the client, not being clear about your agenda is dishonest. Don’t do it.
Another form of stealth pitch is the fake comment or user testimonial. This tactic is often referred to as astroturfing. On consumer sites, it typically takes the form of a glowing testimonial, purportedly from a happy customer. How can you spot this? Look for the message points. Most people don’t write that way. PR people do. As the saying goes, if it walks like a duck and quacks like a duck…
It is perfectly okay to leave a comment about a product if it is in direct response to a query and you clearly identify your interest. It is not okay to hide your interest or leave unsolicited pitches in the comments on a blog. If you think the blogger might be interested in your product, service or idea, send an email first.
Honesty really is the best policy.
UPDATE 8/19: As some of you know, I used to work for an Internet filtering company. It turns out that the PR agency that sent the stealth pitch I commented on above represents a company that recently acquired one of the brands I worked for. I discovered this fact when my friend forwarded me another pitch she received today from the same rep that did name the product. While strictly speaking, I was never an employee of this new company, I do have a general policy of not commenting on former employers, and this is close enough for me. I also have a soft spot for this brand, since it was my baby for a very long time, and would never criticize it publicly. But in a roundabout way, I did.
Stealth pitching is a BAD idea. Don’t do it.
Tags: blogger relations