This is a great collection annotated and put together by Guy, you must read it! I particularly like the one on Marketers that’s at the top of the list, “Our PR firm says it can get Walt Mossberg
to review our product.” It’s not clear who is dumber: your PR firm for saying this or your marketers for believing it. Walt reviews about fifty products a year, so the odds are not good that yours will be one of them. Certainly, no PR firm can guarantee a review.”
No PR firm can ever guarantee coverage. When you are working with a PR firm either online or offline, there are no guarantees of coverage. If they are a good firm, the guarantee is that they will do everything they can to bring your product, book, CD to the awareness of the folks who hopefully will pick them up for coverage.
If you’re working with a pay-for-play PR firm, it’s different and I’m not a fan of those firms that guarantee coverage or pickup depending on the amount you pay for each slot.
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