PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home Opinion

Diary of a Methuselah #19: I admit, I’m in an all-out war with PR

Almost no one from the PR industry is doing their job properly in communication with the media

26/05/2016
in Opinion
5 min read
Diary of a Methuselah #19: I admit, I'm in an all-out war with PR

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović, ekrem@www.media-marketing.com

I admit, I’m in an all-out war with PR and PR folk. There’s a lot of things I dislike, and most of all the fact that they don’t know how to do their job. Almost no one from the PR industry is doing their job properly in communicating with the media. I would be hardly pressed to single out an agency deserving of the grade ‘good – 3’. In companies, among those who deal with corporate PR, I would give everyone a 1, and maybe a 2 here and there. I have the right to assess them, because in my job I meet daily with dozens of news and press releases that I get from PR people. I write from my own experience of an editor who manages a daily portal. Every day I lose at least two hours of time (which I don’t have) on the improvement of poorly written press releases, and on deleting the texts that are not intended for our audience. As soon as I get a text, where I see at the top of the document, in large letters, PRESS RELEASE, I know it was written by a trainee. For whom would it be other than for press? The only question is, for what kind of press and audience? Is a press release on commissioning a new production line at a dairy farm, or about the allocation of humanitarian aid to socially vulnerable population, intended for the advertising public to which we are dedicated? Or do agencies have a single mailing list of media by which they send press releases, without bothering to look what is the demographic that a certain media covers?

All press releases, as a rule, in its header, are decorated like a Christmas tree with logos of the agency that is sending the press release, the client for whom they are sending it, and the brand which is being talked about. Very often these logos are placed in the document as an image so that they can’t be deleted but you have to copy the text and move it into a new document so you could work on it. All this is unnecessary waste of time. That’s why texts often end up in the trash bin with an editor who doesn’t have the time to deal with it. And they probably would have published the news, had it not been that much of a torture. Such decorating of news just proves that the one who wrote it has an infinite amount of time, because they do nothing. So when some chore falls in their lap, they plaster nice logos, move the margins, determine what will be in italic, what bold, and which words should be underlined and so on. They are not the ones who determine the text styles! Each media house has its own rules. And instead of giving the media a clean text to arrange for their standards, journalists and editors must deal with arranging served styles that someone determined out of pure boredom.

Photos are a whole story in their own right. They are mostly of poor quality, taken with a cell phone or a potato, and say nothing or very little. We recently got a press release from a promotion of a product, with a dozen photos – not a single one showing the product. You really have to be a genius to do it like that. And the product is like made for snapping photos. It’s something to lick, nibble, it releases juices (it’s not what you think), and offers itself for beautiful pictures.

How the crisis that affected the budget cuts came to be? Well clients threw themselves into the arms of PR that costs less. That’s not a problem. The problem is that the texts became such – ad-like. There is very little real information, and it’s too much text for a classic ad. Clients dictate, agencies listen, juniors write. So go figure how much effort and time is needed to prepare a text for publication so that anyone who reads it won’t think that you collected at least 500 euros to publish it.

Still, it’s the worst with corporate PR. The bigger the company the more complicated the PR is. I just don’t know when and how did PR gained such a monopolistic position in the companies, making it impossible to do anything without them. Every owner of a private company can independently decide on the investment of ten million euros, but they can’t give an interview for Media Marketing without their PR person. And then, when we send the questions, there is first three days of silence: the PR guy is hard at thinking. He propped his head on his hands and contemplates. Then he starts writing the answers, but it takes days. Finally, when he makes it all spiffy clean, he takes it to the boss to read it. All the interviews that we’ve been doing so far are the same. Same story, same vocabulary, the same response structure. Recently at the PRO.PR conference in Budva I held a speech about my experiences with PR. In the audience were about 150 PRs. I told them everything I have written here. I told them to their face. And worse. Finally, I offered a bet. I said: “You select five major companies in the region whose presidents you would propose for interviews on the MM portal. First I will write all of their interviews – the answers and the whole story. I will collect the information I need about the company from the Internet (number of employees, turnover, scope of business…).

When I write all the interviews, and I guarantee I’ll finish them in two days, we’ll put them in envelopes and give them to someone for safekeeping. Then we’ll send questions to the interviewees, or rather their PR managers, who will eventually end up doing them anyway. And then we will wait about 15 days to get the responses. When we receive them, we will compare the responses to the interviews I did and placed in envelopes. If their answers don’t match mine in at least 75%, I lose the bet.” And I offered 500 euros to anyone who beats me. It’s all the same bs stories, all the same empty words and expressions. The same head and the same tail. No one in the hall accepted my challenge. Some probably thought I was mad. It was near the end of my lecture. I got quite an applause, and then, during a coffee, couple dozens of them came to me saying that I was right about everything I said.

We live on information. It’s our only currency. Without information there is no portal. Without portal, I’m off to retirement, and it’s time for me to go. So we need PR agencies and PR monsters in companies. But it would be a lot more creative and exciting if they were at least a little more literate and more committed to the work they do. Nothing good will come of PR as long as they listen to the “big” minds of the West, like the one in Budva who gave a lecture on the PR agency of the future and concluded his speech with an ingenious conclusion that PR folk, in order to be successful in the future, must be creative and innovative. Well, duh.

Our biggest problem are the advertising agencies. We should have every good campaign within 24 hours from the time of its launch. We are a daily portal. A campaign starts, tens of thousands of euros were already invested in its production, hundreds of thousands in the media buying, but the news about the campaign with the team that worked on it can’t be on the MM portal without the consent of the client, which takes days to obtain. This fear in which advertising agencies live I haven’t seen even in movies.

Tags: DiaryOpinion
ShareTweetShare

Related Posts

misa-naslovnica
Opinion

Miša Lukić: What can start-ups learn from sperm?

12/01/2021
Dukat and agency Švicarska create a digital ad that changes depending on the time of the day
News

Statistics: Dukat and Švicarska; column by Ivan Stanković; Bruketa&Žinić&Grey – Višnja Pevec’s great comeback; Mercator; and column by Andrea Štimac round up the Top 5

03/08/2018
Diary of a Methuselah #104: I don’t want to trade influence. I believe that would be the shortest path to destroying all that I’ve built, and many friendships that I nourished for years
Diary

Diary of a Methuselah #104: I don’t want to trade influence. I believe that would be the shortest path to destroying all that I’ve built, and many friendships that I nourished for years

20/03/2018
Diary of a Methuselah #95: How to sell yourself?
Diary

Diary of a Methuselah #103: A million dollar question for Ilija Brajković – do you know what Facebook and Google are?

19/03/2018
Diary of a Methuselah # 100: The diary of a Methuselah has become a cantilever by which the importance of some information and their confidentiality is weighted
Diary

Diary of a Methuselah # 100: The diary of a Methuselah has become a cantilever by which the importance of some information and their confidentiality is weighted

20/02/2018
Statistics: January 2018 saw second biggest readership on Media Marketing in its history, with Mikser House and Sarajevska pivara dominating attention
News

Statistics: January 2018 saw second biggest readership on Media Marketing in its history, with Mikser House and Sarajevska pivara dominating attention

02/02/2018
Next Post
Branimir Brkljač live from Montreal: C2 - Day one

Branimir Brkljač live from Montreal: C2, Day one - Together

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.