In his profile, agency principal Doug Spong tells PR NEWS that the press can be very forgiving...but we're not so sure. An excerpt from the July 6 issue of our sister publication
CableFAX:
"Hark, do we hear the sound of rolling heads at the PR department of UK DTT broadcaster ONdigital? It appears that someone has managed to release something that really shouldn't have fallen into the
press's grubby little paws.
"It would seem that whoever was sending out press invitations to the launch of its Netgem-produced Internet set-top box also 'accidentally' managed to attached a copy of the questions that us seasoned
'hacks' are expected to ask head-honcho Stuart Prebble, together with the answers. Does ONdigital have a psychic on payroll? ONdigital sources were understandably tight lipped."
CableFAX went on to print the ill-charted Q&A, along with commentary from its editors (a la Mystery Science Theater 3000), and even ran the document by some of ONdigital's competitors for
comment.
In a word: Brutal.