Flacks Blog to Counter News

If you don't like the way your client was covered in the media, take it to 'em online, says P.R. guru Richard W. Edelman.

At a recent flack-fest, Edelman said the lack of faith in journalism is an opportunity for PR to "set the record straight" with readers.

"P.R.," he said, "plays much better in a world that lacks trust."

I understand why you might want to post online if you feel you were treated unfairly by the media, but being overzealous in your defense can come off as desperation. It is a boon for marketers to be able to directly respond to bad press, but I'm not sold that readers who already have doubt in their mind will be more inclined to believe an obviously biased source than those whose function is to seek the truth. It is beneficial to correct errors of fact, but flacks should be vewy vewy careful when taking on the press, because the sparring could escalate.