Tech PR: Gone to the Dogs. Good.
The social media genre brings to mind the 1960s “flower power” movement. “Trust,” if not love, is in the air, and that’s a noble sentiment. Trouble is, you rarely see a carefree, happy freak doing much of consequence. The “dogs of war” rule business and great PR, too.
As they should. I might own a poodle for a pet, but I’d never hire or work for one. Give me a pit bull that goes for the throat.
A company we know faced the policy battle of its life against a large telecom monopoly. They went through three fat & happy agencies, all of which whimpered away in defeat, before finding one with the blood lust attitude they needed. Scary what happened next. Caught that over-confident telco dozing and tore them up in the media, ensuring a favorable policy decision.
A software firm entered a market dominated by an incumbent many times its size. Dare they go head-to-head and bring down the wrath and might of this giant? The cut-throat band they hired for an agency said Hell Yes. Goliath-size coverage ensued, and the giant squeaked thereafter.
I like positive thinking. . .when it ends in results. Social media sermons make me feel good for 5 minutes. Like it or not, business realities can push aside one’s finer impulses. Self-preservation is noble in its own right. All companies know, if few admit: Turn the other cheek, but never your back.
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