Lazy Hack Turns Lazy Flacks Into Story

Lazy Cat with Beer

The year ended with less of a whimper than expected in the public relations industry with everything from Uber and Sony missteps to smaller gems like GoGo Squeez and Play Doh.

In fact, this story from the New York Post almost went unnoticed. In his December 25th article, “A gift to all the p.r. people who were blown off in 2014,” business reporter John Crudele turns a dozen pitches into a story and outs the 12 folks that sent them his way.

Facebook comments ranged from the expected “he’s mean” and “these people are just trying to do their jobs” to the more snarky “bet they include this in their wrap reports” and a deeper comment noting the “mean generation of faceless relationship building” we’re forced to deal with these days.

Is the story, and Crudele’s approach, mean? I’ll leave that up to you to decide. But let’s remember two things before you weigh in.

1) Consider the Source: The New York Post notes it’s a “tabloid-format” newspaper. And we all know what tabloids tend to be really good at, picking a fight.

2) Target the Pitch: Based on his profile in Cision, you’d wonder why anyone of these folks are pitching Crudele in the first place.** He focuses on topics like stocks, finance issues and related topics. So why in the hell are pitches about beans and regifting being sent his way? Many of the pitches he singled out are clearly not related to his beat.

Do Your Homework

Let’s say your pitch does cross his topics of coverage. If I looked up a reporter and read that he has an aggressive writing style and thrives on issue-oriented controversy? I’m reading his last few articles, at a minimum, before deciding to send him something.

Crudele wrote the piece on Christmas Eve. And by wrote, I mean he phoned it in. So he was being lazy to be sure. But I’m not so sure he was being mean as he was simply being himself. And there are an endless number of ways these 12 pitches, and the people that sent them, could have avoided becoming the story.

Thanks to Traci Coulter for the NY Post link. She’s one of the good PR folks we like to highlight on this blog because they are most excellent professionals.

Kevin Dugan, @prblog

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