With that in mind, I'll post NOW my list of 7 PR pet peeves, with hopes they will (finally) get done in 2007:
1. Truth In Publicity: Any race billed as a “500” that is not 500 MILES should be labeled as such by the promoter -- and the news media has the same obligation. The average American ticket-buyer who hears or reads about a “500” automatically assumes that
means miles – not kilometers or laps or anything else. This has long been a burr under my PR saddle because it’s at best a gimmick, at worst, a borderline attempt to deceive. That’s bad business. The metric system isn’t widely taught in the public schools, otherwise, we’d be talking about Tiger Woods making a 152 centimeter putt or Adam Vinatieri kicking a 45,720 millimeter field goal. Chuck Newcomb and Jim Foster, the original promoters of CART’s Cleveland Grand Prix, understood this and incorporated the kilometers identification into the event’s original logo -- all the way back in 1982. Almost a quarter-century later, it’s time for some others to follow their example.2. Put the News Back Into ‘News’ Releases: Any publicist with a solid journalism background understands there is no “news” in a release that touts how “excited” a driver is or how he/she is “looking forward to” an upcoming race. Isn’t it natural to assume that’s how the driver feels? In fact, among routine pre-race releases I’ve authored over the years, the one that probably got the most pick-up came before the 1989 Michigan 500. The first graph read this way: “Michael Andretti is NOT looking forward to Sunday’s Michigan 500.” The text went on to explain the issues of escalating speeds on the two-mile oval and efforts to make the cars longer-and-stronger in the front to help protect against leg injuries. In fact, that handout got a second wave of use when Andretti won, despite a spin on pit road and two stop-and-go penalties!
3. Park the Clichés: If anything makes media hit the “delete” button faster than those “excited/looking forward to” releases, it’s the too-clever ones. Trust me, reporters have had it with every pre-Las Vegas release written around the theme a driver "hopes Lady Luck will be riding with him/her,” or how "hot" the racing will be in Phoenix. Not to mention those headlined, (Kasey) “Kahne Is Able.”
4. Promote the Championship: Yes, the Daytona 500, Indianapolis 500, U.S. Nationals, Sebring 12 Hours and Rolex 24 stand alone in their series. All, however, are part of a season-long championship, which, supposedly, is the ultimate goal. Except in NASCAR, it’s amazing how often there is no attempt to put current news into the context of the title chase – the unifying theme of what otherwise would be a collection of individual events moving circus-like from city-to-city. This isn't a new problem: As CART's communications director, I led a seminar for race organizers and sponsors before the 1983 season titled, "Promoting the Series as a Series." Of course, it doesn't help when sanction officials don't insist producers include an updated points graphic before a race telecast signs-off.
5. Photo-Op: Every media guide should include a good-size photograph of the PR representative(s) for that team, sponsor, track or organization. It sure is nice to know who you are looking for in a crowded press room. No surprise, the NASCAR Nextel Cup guide does this.
6. News at Internet Speed: Some still don’t get it – the Internet is a near-instant form of communication – faster than Bill Elliott at Talladega. I’m left shaking my head when a few sanctioning body web sites don’t have reports, results and updated point standings three hours after the checkered flag. (And, even worse, the server capacity to handle post-race traffic.) Team, track and sponsor sites should post releases at the same time that news is announced to the media.
7. Common Courtesy: Amazing this needs to be written, but sadly, some so-called "PR people" require the reminder. Here goes: Rarely, if ever, is there a valid excuse for not returning phone messages or answering E-mails. Including when the answer is "no." Enough said.
[ more next Tuesday, if not before . . . ]
