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10 Ways to Fail at Buzz Marketing

May 25, 2007

Today Guy Kawasaki has a great post from Margie zable Fisher called Top Ten Reasons PR Doesn’t Work.  I like it because if you substitute the words reporters with bloggers and Podcast with TV…. and lots of other new media with traditional media…. you get a perfect snap shot of what we face as buzz marketers. 

Here are the first two from his post:

  1. The client doesn’t understand the publicity process. PR folks need to better educate people about how publicity works. The first thing many clients ask is, “Can you get me on Oprah or the front page of the Wall Street Journal?” The answer might be “yes,” but the process to get to the “yes” may take months or years, and may first include a series of smaller placements.
  2. The scope of work is not detailed and agreed upon by both parties. Here’s a typical example: a client signs an agreement to spend $3,000 per month. Client expects to get three publicity placements per month. PR person expects to work 20 hours, regardless of the outcome. The inevitable disconnect leads to customer frustration and the feeling of being “burned.”

Keep reading….

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Posted by Ron McDaniel | Filed Under Blog 

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Comments

One Response to “10 Ways to Fail at Buzz Marketing”

  1. Carolina Event Planning on May 25th, 2007 10:17 am

    I’ve had clients who broke most of these rules, especially about not wanting to drop everything when the media calls. So true! Thanks for sharing.

    Ed
    http://www.CarolinaEventPlanning.com

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