Keeping the Media at Bay: Counterintuitive Yet Often Necessary

Shortly after Facebook famously filed for its IPO on Feb. 1, it was reported that CEO Mark Zuckerberg sent a message to the banks that were tooting their own horns about their involvement in the mega public offering, essentially telling them to shut up. Unlike other young CEOs—like Groupon’s Andrew Mason, for example—Zuckerberg is playing the IPO game close to the vest, making sure that stakeholders are quiet in the quiet period. It’s got to be tough for the banks, however, because tooting horns is what communicators are used to doing. In fact, just like the Scottish deerhound’s centuries-old ability to hunt down its antlered adversary, within a PR pro’s DNA is the innate penchant to toot their organization’s or their client’s horn—as loudly as possible.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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