Monday, March 13, 2017

This Company REALLY Hasn't Gotten The Hang Of PR

JetSmarter might be a decent company, but their
PR department sure needs work. 
When I worked in journalism, I got pitches all the time from companies who want to get exposure for their products and services.

Sometimes the pitches were helpful, sometimes not. A few prompted me to write stories about the companies, sometimes I would run screaming out of the room the PR pitch was so bad.

The following has to be the worst effort at trying to get a publication to write a story.

A website called The Verge not along ago got a note from an outfit called JetSmarter, a company thats been called the "Uber for Private jets."

JetSmarter offered a Verge reporter a demonstration of its service, involving a round-trip light in the United States, in exchange for what The Verge says was a demand for uncritical puff piece with the following demands from JetSmarter:

"Upon the execution of this Agreement, Journalist shall provide Company with a credit card and a copy of an ID of the credit card holder ("Credit Card") and shall authorize Company to charge the Credit Card in the amount of $2,000 should (i) Journalist cancel the trip on the date of departure of the outbound flight or in the event that Journalist fails to arrive at the departure location at the scheduled departure time or other unforeseen delays or (ii) in the event Journalist fails to post the article described above on the first page of this agreement."

In other words, if The Verge took on this story, they'd have to pay $2,000 if a glowing puff piece about JetSmarter "within 5 business days."

Whoever at JetSmarter came up with this has NO idea what he or she is doing. The best way to NOT get a puff piece is to do sometthing like this. Instead, you get negative coverage and mockery, which is what The Verge and, now,  me are doing.

Also, is JetSmarter too cheap to release promotional material themselves? They wanted a journalist to do the work for them, so they wouldn't have to pay anything?

PR is all about selling, flattery, relationships and trying to find win-win situations. Bullying like JetSmarter did the absolute opposite of that.

To state the obvious, The Verge chose not to write the puff piece, but instead wrote a slam against JetSmarter that I'm using as a basis for this post

Time to get a new public relations department, guys.

No comments:

Post a Comment