67: Exclusive woes

This week, Paul and David talk about when bad things happen in the PR-journalist supply chain when it comes to offering exclusive customer profiles to reporters. David is writing an upcoming article in Information Security magazine profiling four different endpoint security customers. He ran into a snag when one of the subjects was recently covered in a competitor: that coverage made things difficult for the subject and he asked David to pull the story from publication, because he was threatened with losing his job. PR people (in this case Visitech PR, the agency working for StillSecure) should know better: don’t shop customers around to competitors, especially direct competitors that are geared towards the same audiences and media markets, unless you want things to blow up in your face. And reporters have something to learn from this escapade as well in terms of how specific they need to be about demanding exclusives.

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