Comments on: 10 things for Charles Arthur to consider about the tech PR industry http://escherman.wordpress.com/2009/02/06/10-things-for-charles-arthur-to-consider-about-the-tech-pr-industry/ Andrew Bruce Smith of escherman on technology PR. And George Orwell. Mostly. Sat, 19 Dec 2009 03:25:55 +0000 http://wordpress.com/ hourly 1 By: Sarah Lafferty http://escherman.wordpress.com/2009/02/06/10-things-for-charles-arthur-to-consider-about-the-tech-pr-industry/#comment-893 Sarah Lafferty Thu, 26 Feb 2009 15:08:03 +0000 http://escherman.wordpress.com/?p=715#comment-893 Yup, indeed, totally spot on. I love the point about only PR people running agencies. I came into PR from the software industry and it is laughable what most agency PR leaders think that clients want. Like humongous weekly reports with 150 instances of the word 'liaise'. They go right in the bin!! Keep up the good work ;-) Yup, indeed, totally spot on. I love the point about only PR people running agencies. I came into PR from the software industry and it is laughable what most agency PR leaders think that clients want. Like humongous weekly reports with 150 instances of the word ‘liaise’. They go right in the bin!! Keep up the good work ;-)

]]> By: Tom Murphy - Murphy’s Law » Shocking! PR & Journalists giving out, awards, e-books, Olde Media, and explaining to your mother what you do for a living… http://escherman.wordpress.com/2009/02/06/10-things-for-charles-arthur-to-consider-about-the-tech-pr-industry/#comment-878 Tom Murphy - Murphy’s Law » Shocking! PR & Journalists giving out, awards, e-books, Olde Media, and explaining to your mother what you do for a living… Tue, 10 Feb 2009 22:28:42 +0000 http://escherman.wordpress.com/?p=715#comment-878 [...] Smith provides The Guardian’s Charles Arthur with 10 things to consider about the tech PR industry following [...] [...] Smith provides The Guardian’s Charles Arthur with 10 things to consider about the tech PR industry following [...]

]]> By: Danny Whatmough http://escherman.wordpress.com/2009/02/06/10-things-for-charles-arthur-to-consider-about-the-tech-pr-industry/#comment-870 Danny Whatmough Sun, 08 Feb 2009 17:31:27 +0000 http://escherman.wordpress.com/?p=715#comment-870 A good, honest reply A good, honest reply

]]> By: Commentard http://escherman.wordpress.com/2009/02/06/10-things-for-charles-arthur-to-consider-about-the-tech-pr-industry/#comment-868 Commentard Fri, 06 Feb 2009 23:02:38 +0000 http://escherman.wordpress.com/?p=715#comment-868 "If the same basic model is still being used, and it appears not to be working, isn’t it time someone developed a new model?" There is a new model - Advertorial 2.0 - and most mainstream newspapers are already doing it. Rather than wasting time with all the pitching and other rubbish, you just pay for the coverage. You basically bypass the agonising negotiating with journalists completely, and strike deals with key people on the executive team to have your articles written by the journo of your choice, to your liking, in exchange for money. It doesn't look like an advertorial, because the papers are so incredibly desperate for cash that they'll present it to the reader unaware as a news piece. Every single UK national broadsheet newspaper does this now, without exception. “If the same basic model is still being used, and it appears not to be working, isn’t it time someone developed a new model?”

There is a new model – Advertorial 2.0 – and most mainstream newspapers are already doing it. Rather than wasting time with all the pitching and other rubbish, you just pay for the coverage.

You basically bypass the agonising negotiating with journalists completely, and strike deals with key people on the executive team to have your articles written by the journo of your choice, to your liking, in exchange for money. It doesn’t look like an advertorial, because the papers are so incredibly desperate for cash that they’ll present it to the reader unaware as a news piece.

Every single UK national broadsheet newspaper does this now, without exception.

]]> By: Rob Brown http://escherman.wordpress.com/2009/02/06/10-things-for-charles-arthur-to-consider-about-the-tech-pr-industry/#comment-867 Rob Brown Fri, 06 Feb 2009 20:12:19 +0000 http://escherman.wordpress.com/?p=715#comment-867 This is a really thoughtful and insightful piece. Having been in the business more years than I care to remember the analysis here rings true. The PR business however is reinventing itself not least because it has to. There are digitally focussed agencies that are ahead of many of the established agencies but the best of the mainstream businesses are reinventing themselves top to bottom. The wants that don't will start to wither. This is a really thoughtful and insightful piece. Having been in the business more years than I care to remember the analysis here rings true. The PR business however is reinventing itself not least because it has to. There are digitally focussed agencies that are ahead of many of the established agencies but the best of the mainstream businesses are reinventing themselves top to bottom. The wants that don’t will start to wither.

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