 | | From: "brian connolly" <clast@interaccess.com>
To: <ron@themayreport.com>
Cc: <claire@themayreport.com>
Subject: Cluetrain Redux
Date: Fri, 7 Sep 2001 11:57:24 -0500
I first wrote this anonymously. I thought it was very ironic and as such quite comical. I thought a few colleagues would get a kick out of it.
But since it seems to have struck a nerve. The feedback has been completely supportive and the general consensus is that the topic warrants wider discussion.
To that end, here:
CLUETRAIN REDUX
A few weeks ago Tribune columnist Barbara Rose reminded us to "Revisit, revive Cluetrain's Net declaration".
"Listen up, she quoted. The Internet isn't a place to post mission statements. It exposes lies and laughs at phoniness."
But unfortunately, the angle of Rose's story was that Many companies that call the Internet home sound like robots."
Well, perhaps it's the PR firms that hype these companies.
Here are the cobbler's shoes. Here is a PR firm hyping itself, followed by a laugh at a translation.
RUDER*FINN/CHICAGO EXPANDS PEOPLE, CLIENTS, SPACE
CHICAGO August 30, 2001 Despite a down economy, Ruder-Finn/Chicago today announced a multi-tiered expansion that involves a senior-level new hire, four new client wins and office space expansion.
Lori Erikson, a seasoned communications professional, has joined the company as Senior Vice President, heading the company's B2B and Emerging Technology Practices.
"We are very excited to have Lori on board at such a crucial stage in our development," said Howard Solomon, managing director, Ruder-Finn/Chicago. "Despite the downturn in the economy we remain extremely optimistic about the future."
Richard Funess, president, Ruder-Finn/Americas added, "While our main focus in Chicago has been technology and healthcare, Lori's ability to develop strategic methodologies, her success in winning B2B assignments and her enthusiasm for expanding into new areas of business means RF/Chicago will now be able to provide strategic counsel to more companies and organizations who fall outside the technology realm."
In addition to the arrival of Erikson, Ruder-Finn/Chicago recently won four new clients in the technology arena, including divine, inc., an enterprise solutions company delivering a powerful combination of services, technology and hosting capabilities that advance and extend the corporate enterprise, and i.c.stars, a not-for-profit organization that will be a pro bono account for the agency.
Reflecting its success, the company recently took additional office space at 211 East Ontario, its second expansion in two years, and now occupies the entire floor.
"Our Chicago office is one of the fastest-growing offices within the RF network," added Funess. "With the addition of Lori and several new clients& we are confident that Ruder"Finn will be able to outperform the marketplace and maintain its position as one of the top public relations firms in Chicago."
TRANSLATION
"Multi-tiered expansion" Translation: None really, it just sounds good.
"At a crucial stage in our development" Translation: Despite the positive spin, we are thinking it could get really funky.
"We remain extremely optimistic about the future" Translation: Sometimes pat answers sound good, too, especially with modifiers like extremely. We were going to say very very optimistic but thanks to Lori, we changed that.
"RF/Chicago will now be able to provide strategic counsel to more companies and organizations who fall outside the technology realm" Translation: We probably haven't been able to provide much in the way of strategic counsel in the past. Nix our exuberance above. We have got to change and fast.
"Recently won four new clients in the technology arena" Translation: We're reaching with the pro bono mention. Only mentioning two of four, well, we're insecure as to the others. We really need them.
"The company recently took additional office space" Translation: Considering the current real estate market, we just don't know what we were thinking. I guess we could put the ping-pong table back there.
"Our Chicago office is one of the fastest-growing within the RF network" Translation: According to Crain's we're not even in the top twenty in Chicago. Doesn't say much for the network .
Added Funess, "we are confident that Ruder-Finn will be able to outperform the marketplace and maintain its position as one of the top pr firms in Chicago." Translation: See above. Ruder Finn is a New York-based firm. Funess doesn't get to Chicago much.
CONCLUSION
Sure, it's a touchy subject. I suspect most of our PR brethren will stay silent. I worked for someone who once said PR is a mediocre business. For a large number, unfortunately it is. And mediocrity by nature, isn't very confrontational.
But I've always railed against that stuff. PR eating its own flack... its ironic... it's distasteful... it's embarrassing.
Here's the corporate Cluetrain: Communications isn't puffery; it's a management discipline. Insist on it!
Best,
Brian Connolly |