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October 21, 2010
Would You 'Guarantee' Media Coverage? Not Likely
 
From Leamington Spa, Warwickshire, England comes word of one of the more dubious PR relational tactics we've seen -- former journalist Adam James is "guaranteeing" prospective clients that his new firm, Springup PR, will land them media coverage or their money back. No matter how experienced in media precincts James may be, guaranteeing press coverage strikes us as manipulative of client aims and a virtual invitation to self-respecting media to turn him away.

“As former journalists," he tells PRLog, "Springup PR has fantastic day-to-day working knowledge of the media industry. We know what makes journalist(s) and editors bite at a story, as well as what stories that don’t. (stet)"

Can't you picture a crusty editor adjusting his "bite" on his behalf?

Come on. It's one thing to be an old war horse, and it's another to keep up with a media parade that's changing rapidly but, in most quarters, still continues to value ethics and professional judgment. What kind of media coverage is being guaranteed becomes a pertinent question.

"We can offer guaranteed media coverage to retained clients because we are a confident outfit with bags of journalism experience," James adds.  

He may find those bags starting to leak sand.  

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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