When a PR agency partners with a media company
Posted Sunday, August 27, 2006 at 9:36pm in Blogging, Media, PR General |
I’ve made the journey back ‘Oop North’ for the bank holiday weekend and since my copy of PR Week is still being delivered up here I decided to catch up on the three or four weeks I’ve missed. Pretty much the first article I read (sub required) is an interesting one. Dated 4 August, PRW reports that the Red Consultancy has teamed up with UK blogging media company, Shiny Media, “to form a new media company called Shiny Red.” The article goes on to say that “the joint venture is believed to be the first of its kind between an agency and a blogging outfit, and will see a ‘Shiny Red’ office manned by a mixture of Red and Shiny staff…”
I could be wrong here but doesn’t this raise the question of ethical practice on both sides when a PR agency and media company join as one? Would similar questions not be raised if a newspaper organisation and a PR company joined to form a copywriting agency? Just asking.
The article does go on to say that Shiny Media will retain complete editorial independence and the new consultancy will be offering its services to all organisations and not just Red’s clients. But Red has a consumer tech practice and Shiny’s most popular blog is dedicated to consumer tech. Again… just asking.
Side note: For every action there is a reaction and it seems there has been quite a reaction by a number of PR bloggers with regard to certain comments inside the latest Profile magazine. Notably from David Brain then Neville Hobson and followed by Stuart Bruce which is agreed with by Antony Mayfield.
Side note two: I’ve been following this story for the last couple of days. Claire Zulkey of MediaBistro Toolbox wrote a post on five signs your blog post is going horribly wrong. Six days later it ends up on a Telegraph blog written by Melissa Whitworth in all its entirety except with a headline change. Bloggers find out and aren’t too happy. The original Telegraph post gets pulled down (cached version here) and an apology follows from Mrs Whitworth claiming that she forwarded the blog post to her editor as she thought it was funny but it somehow got confused as her latest blog post. Some commenters believe her and some aren’t buying it. Very interesting though.
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11 Comments
Char
Sunday, August 27, 2006 at 11:22pm
I recently discovered your blog and like your style. So much so that you got a mention at my blog this past week.
As part of a PR firm in the States, it is nice to get a different perspective on the issues. I think we are going to see more of these partnerships as the lines between all of the new media outlets and the traditional outlet begin to blur.
Stephen
Sunday, August 27, 2006 at 11:37pm
Char, thanks for the comment and the link.
I have no doubt that the lines are blurring. I just raised a point with regard to a PR agency and media company working in tandem.
Thanks for stopping by.
Ged
Monday, August 28, 2006 at 9:55am
Stephen,
I agree with your argument about ethiccal practice. What is interesting about this is the brazen approach.
In the past I have worked at agencies were we have given out writing work to freelance journalists who were particularly influential for our clients - but we didn’t publicise it.
There is an implication in the Red Shiny offering by the nature of its promotion that the influence would be more explicit despite the denial.
Ashley
Wednesday, August 30, 2006 at 2:30pm
Twas me who issued the denial, and it is one I stand by. Shiny Trends, which is a seperate company to Shiny Media although they share some staff, are basically advising clients about how new media works and how to engage with bloggers.
None of the main Tech Digest and Shiny Shiny writers are in the Shiny Red team anyhow. So if they think a Nokia phone is crap, they’ll say it.
btw newspaper and magazines are always delivering advertorials - isn’t that copywriting?
Cheers for blogging about us though. I think that there will be many more media/pr tie-ups as time goes by. All the best Ashley
Linda
Thursday, August 31, 2006 at 12:39pm
I blog about Cotonation Street for Shiny Media (hurrah - yes really!) but my ‘day job’ is as a director of an agency which operates in PR and journalism.
Many people throw their hands up in horror at such a mix - but it can and does work for us.
I pass on tips and press releases about possible features on our clients to objective freelance journalists as I couldn’t expect to be rated much as a writer if an editor happened to notice that I was pitching a piece which concerned a PR client, unless it was as a PR woman!
The areas of journalism I work in these days don’t tend to ‘clash’ much with PR clients but if they do, then I am totally honest about this and either be up front with the editor or pass the idea on to someone else. If I’m being paid to do PR then I can’t expect to also be paid for an article can I? And there’s no copy approval on the sorts of pieces I write as a journalist!
I happen to believe that experience at a senior level in journalism adds weight to my PR skills - but my experience in PR has helped me brush up in some aspects of a journalistic career - that’s not a partiularly palatable view for some “lofty” hacks but it’s my story and I’m sticking to it!
Linda
Thursday, August 31, 2006 at 12:40pm
Oh sorry, that’ll be Coronation Street then. Should have gone to Specsavers.
Scotty
Friday, September 1, 2006 at 9:56am
I say bravo to Shiny for shining a light on social media for one of the industry greats. Red’s eyes seem to me still sore and blinking at this new fangled blogging thingy, though. And that’s rather embarrassing not just for the agency, but also the industry.
Before Red and Shiny struck the deal, insiders at the agency told me that it was “clueless about blogging” and “nervous about knowing nothing about it.” The agency that used to have its finger on the pulse was losing face with employees and the industry as far as blogging and social media were concerned.
As an ex-employee, it was unnerving to see such a successful agency so slow to react to emerging technologies. Particularly poignant too, when you consider its technology heritage. Red’s reputation was part built by it’s award-winning consumer technology work for brands like Microsoft and Expedia. Indeed, its clients, like MSN and Nokia consider themselves at the vanguard of technology. Before the Shiny deal, pity you couldn’t say the same for their PR agency.
Sure, it’s not the only agency playing catch up. But here’s the rub: as one of the highest profile UK agencies - with a brace of consumer technology trophies on its Soho office mantelpiece - it’s an ambassador for the industry, like it or not. But to marketers out there, it’s ok, there are agencies who are totally plugged into this strange and wonderful new technologies.
So the deal with Shiny is a Good Thing. Yes being a leader is about being first and not second – or in this case, 78th. But Red is far too canny to do this kind of thing badly. So lets look forward to what this deal will bring to the industry. Hopefully its new partner can shiny a much needed light on blogging for the agency that used to be able to see in the dark.
And as for ethics, I have total faith that Shiny’s editorial brands will continue to retain their integrity – just as they always have done.
JamesBruni
Friday, September 1, 2006 at 2:08pm
I’m here and ready to debate you anytime. If you have a beef about me, then pen an oped in OdwyerPR like I did. Put your money where your mouth is…
You calling others on ethical conflicts is like Saddam Hussein lecturing his judge on First Amendment rights.
Stephen
Friday, September 1, 2006 at 2:28pm
James, James, James. What are you talking about? “Beef”? You sound like a kid in the playground.
And stop pimping your Odwyer oped. I live in the UK, it has no relevance to me whatsoever. And no, I was merely asking a question. That’s the beauty of blogs. You ask questions you receive opinions. Read the post again.
You really have no clue about who’s who in the PR b/sphere do you? Instead you choose to randomly troll other people’s blogs.
Tell you what: Start a blog, get your picture up including a few details about yourself and post useful content. Then, and only then, will you have any relevance in your words.
Oh, two weeks ago you said I’d be out of a job by now. Wrong.
JamesBruni
Friday, September 1, 2006 at 3:07pm
You just got out of the University of Sunderland and you think you are a big PR guru. Bullocks! I’ve been in the PR industry for over two decades. I was working at PR agencies when you were still sucking your mum’s tit.
Your tenure in PR will last about as long as Paul McCartney’s latest marriage.
Stephen
Friday, September 1, 2006 at 3:27pm
My point exactly, dinosaur. Get back to your typewriter.
Is this you James?