J&J Takes media relations into their own hands
The ultimate scare story for a PR agency? Corporate giant JNJ too irritated with mis-quotations by journalists who write without declaring their bias, revealing their sources or repeating what they’ve actually been told are in the process of launching their own online-press-office-blog-equivalent.
SITUATION
If a journalist brings down a corporation his career is made.
The company provides context and content and the journalist writes skewed articles.
SOLUTION
Put the stuff online and publish the backstory so the reading public can make up their own mind about the journalist’s angle, attitude and orientation.
Working with the internal communications team "J&J By the Way" will be an online resource to migrate the press office online. Turn the press release into a shell article which can be adapted / used and if (when) abused, can be linked to the blog which gives another viewpoint / detail of the briefing given to the journalist and explains the context.
Advangages?
- You can declare your bias online,
- the bland public press relase can be backed up with proper detail for the public
- the journalist and the blog has an audience wider than just the journalist writers.
&J tak