Want to make a name for yourself in media relations? Don't try this:

1. Prepare a memo about a specific reporter being a gasbag and trickster, etc…

2. Send the memo to that reporter by mistake.

3. For added flavor, involve a major corporation, a major publication, and a major PR firm in the making of this misfire.

Courtesy of Computerworld on March 30th comes this very story, which is every PR person's nightmare:

A briefing memo that Microsoft Corp. and its outside public relations agency kept on a Wired magazine reporter who was writing an article on the company accidentally ended up in the reporter's e-mail in-box.

Oops.

Turns out, there's a lot to like, PR-wise, about this story. First, no one involved in the mistake is denying it and that's smart. Two, the writer and others at Wired seem to be taking it all in stride. Three, the PR firm isn't having anyone shot. They're saying mistakes happen. They do. Fact is, writers know these documents exist. PR firms everywhere prepare briefings in one form or another. Clients insist on it. It's surprising this doesn't happen more often.

Share This