Ketchum Public Relations -- Which Has No Blog or RSS Feed -- Launches Blog Practice

This is rich: Ketchum Public Relations -- which has no blog or RSS feed on its site -- issued a 1055 word press release from hell announcing their new "personalized media" practice. Translation: they will advise clients on blogs, RSS, podcasting, search engine optimization and mobile marketing.

Free advice: learn to write a press release in under 300 words. Journalists are busy.

Dear Ketchum: I would be happy to promote your "personalized media" practice. Just pay me the same $240,000 fee you gave Armstrong Williams to promote No Child Left Behind :-)

I think we should be glad that Ketchum doesn't have a blog...it might have items like the other announcement on their website... "Reaching Out to Today's Multiminding Women." Multiminding? Would that be today's Hydra?

A good way of checking if you have a personal voice in your writing is to read the sentences out loud. Now try out a couple of the sentences (in the Ketchum Press Release):

"A lot of conflicting information and anxiety exist about how to incorporate these new online technologies into 'traditional' communications programs. But Ketchum has the technological expertise to help dispel that uncertainty."

And this one:
"For several years, Ketchum has been at the forefront globally in developing and introducing new communications approaches that incorporate breakthrough technology -- from our award-winning intranet and our early adoption of eRooms to our Influencer Relationship Management program for identifying and linking valuable allies to organizations," noted Raymond L. Kotcher, Ketchum Senior Partner and Chief Executive Officer.

Very convincing - I mean that is what a human being would say to another human being is it not? :-)

I hope Hugh Mcleod (www.gapingvoid.com) is reading this - it would make a brilliant cartoon! "Did I just dispel your uncertainty?" "Read my blog!"

Trine - you point out another thing that I didn't even realize the first time I (*shudder*) read the release.

They're treating this as a tech play - boasting about their tech expertise and savvy.

But blogging isn't about technology. It's about communication, conversation.

Maybe if they bragged about their marketing smarts....

Their announcement does seem a tiny bit disingenuous. Or, maybe I'm wrong about blogging. Maybe it has nothing to do with personality. Maybe everything we've heard and experienced about the blogosphere thus far is just plain wrong.

After all, who are we to argue with such an esteemed institution like a New York based communications firm that is connected at every port to Mainstream Media?

And I'm sure there's a very good reason that a communications firm with expertise in blogging would not publicly use a blog to communicate with their audiences. Certainly they don't need to demonstrate their expertise in personalized media by actually (dare I say it?) USING such media. why, that's ridiculous.

I'd write more but I have to take my car to my mechanic, who by the way refuses to drive a car. After that, I will meet with my accountant who hasn't filed a tax return in decades. Then, I'll finish my errands with a stop by my favorite meat market that's owned and operated by my good friend who does not eat meat of any kind. Gotta run!

And I'm sure Ketchum isn't following what's being said all over the blogosphere. if they were, they might want to respond to some of the blog posts that are creaming them. Not exactly an auspisious beginning for their division.

This announcement is agency promotion at its worst. Should have been more strategic and gone direct. Especially with no direct blog experience. That said -- watch the PR trades cover it next week!