ok… so the chain of linkage goes like this: I just read a post on Guy Kawasaki’s blog that re-published a “response” post by Glenn Kelman (CEO of Redfin) that was a proposed revision of one of Guy’s articles about PR. Whew!
The point is that i like Glenn’s post so much so because it mirror’s my feeling as we (change:healthcare) prepare to make a multitude of announcements. So, as the news starts to fly about us… you’ll know what i’ll be doing over the next several weeks.
Here are the points that really jumped out at me:
…So what I am recommending is not howto manage an agency, but something more radical: not hiring an agency at all. Here are ten reasons why.
- The truth will set you free. Over and over, publicists tell their clients to stick to the agreed-upon message to avoid mistakes but this guarantees you’ll never say anything thoughtful or spontaneous. Maybe your company has two and a half customers. So what? If you’re reading this blog, you’re probably not dumping toxins into a river or selling cigarettes to teenagers. Let GE and Philip Morris retain agencies. [cparks says: i live this next sentence] If you were stripped absolutely naked for the world to see, a few warts might show up, but more people would do business with you. Once you get comfortable with that, you’re ready to deal with the press on your own.
- The rolodex is already online.
- You don’t have to seem all grown-up and boring. … There are enough stuffed suits in this world to fill fifteen Wall Street Journals a day. As anyone who watches American Idol will tell you, what this spun-out, over-hyped world is absolutely famished for is a little genuine personality. And, outside of your technology, it’s probably the only thing you have. So stop trying to be like IBM and just be yourself.
- Ideas are the precious things.
- Let the fur fly. … If there’s no drama, there’s no story. …. As an entrepreneur, you’re going to be more comfortable with risk than a publicist. And you won’t win as a start-up without taking risks, over and over again.
- Nerd-to-nerd networks are where it all happens—and value speed in everything you do.
- Even bad coverage isn’t so bad. I was once profiled in a national business magazine doing odd things in my underwear. It was terrible; I lay face down on a couch for an hour after reading it. And you know what? It wasn’t that bad. Never whine to the journalist about coverage, avoid narcissistic story-lines, and don’t worry if you make a few mistakes.
- Go in alone. …It’s just as hard to connect with a journalist when a publicist is always at your side. You often need a candid space in which you can say what you really think. Just bring a notebook so you can jot down any follow-up items and you’ll be fine.
- Passion + expertise = credibility.
- Make time. … Focus on a few big ideas, and you can tell them yourself. …Conveying your company’s story in a personable, compelling way is one of your most important jobs.
- (Who’s counting?) Hire an employee, not an agency. When you need help, hire a person, not an agency.
See what i mean?! I just snagged a couple of highlights, so go read the whole story as it is well worth the read. Jeez, simply reading Glenn’s thoughts makes me wish i could meet the man. Honesty and forwardness are two traits that i truly value.