Before I get into the jist of it- let me just say that it must be a slow news day (are we sick of Farve already?!)
At 8:42 AM this morning, Beth Brody of Brody PR sent out a generic email pitch titled ‘New Social Media Marketing for Small Business E-book.’ These sorts of emails go out all the time, but the problem here was that not only did Ms. Brody send out a mass, untailored email, but she CC’ed everyone instead of BCC’ing everyone. Awkward! Not only did Brody make the mistake of spamming many of the industry’s A-list bloggers and journalists, but everyone could see everyone and even reply-all! Then, according to AdAge, ” a good 90% of people on the list felt some weird need to reply-to-all when asking to be removed from the list, thus continuing the foolishness ALL DAY LONG.”
Besides the shotty pitch and the reply-all maddness, what many people were complaining about was the total lack of response from a Brody PR rep. Chris Abraham of SocialMedia.biz says it well, “The real issue here is that Beth Brody and Brody PR completely missed an opportunity to throw herself into the conversation. This didn’t have to go nuclear…” “There is a very valuable lesson here for one and for all. On the surface, it seems like the A-lister email blast and the open CC were the kill shots, but they were just contributing factors. Beth Brody and Brody PR, your error was in the realm of crisis management and a failure to respond.”
What bothers me about the whole situation is how quick marketing professionals are to burn their fellow marketing professionals at the stake. The mob-mentality is really alarming. The PR 2.0 landscape- heck, the marketing 2.0 landscape- is evolving and changing every minute and everyone is trying new things and making their best efforts to adapt (albeit some are better than others). For me it boils down to the fact that No one is an expert, but everyone’s a critic. Sure, Ms. Brody messed up, and definitely with the wrong audience- but i feel the media swarm around incidents like this should be learning opportunities, not a virtual ‘slam book.’
That said, if you would like, please visit these other articles showcasing ‘learning opportunities’ from your fellow marketing professionals.
Bad PR Pitch #317
Bad Pitch to Men’s Health Magazine
Text Message Pitch- on ‘The Bad Pitch Blog’
To follow up on the conversation surrounding the Brody incident check out the Twitter stream here.