Premature Press Leads to Embarrassment
It was a great idea, just what Figel Inc. was looking for in order to promote their client, Closer Look Creative Inc, a marketing communications and web development firm.
Working in partnership with KidsPeace, a non-profit organization, they were set to launch a new interactive Web site designed to help kids deal with crisis.
In February 1998, Figel Inc, sent out a press release announcing the launch of the site in March. The only problem is that there is no Web site. At least not yet, and spokesmen for both companies were reluctant to share much information about the project.
"He (Figel Inc.) didn't have all of the information and I think what he did was irresponsible," said Chuck Thomas, of Chuck Thomas Creative, who serves as the liaison between Closer Look Creative and KidsPeace. When first asked, Mark Stubis who handles publicity for KidsPeace had no idea the site was being developed.
"Someone just got excited and released information that the client was not ready to release. The information on the press release was accurate, only the timetable on the project continued to change. The Closer Look people did not look over the release close enough and now people are trying to go back and make up history," Tom Figel, president of Figel Inc. explained,
Thomas first approached Closer Look six months ago with the idea of developing an Internet site for troubled kids who need to feel safe, and connect with other kids who are dealing with the same problems.
In the partnership, Closer Look would develop the site and KidsPeace would maintain and monitor the site with professional counselors. The launch date for the Web page has been continually pushed back; the new date is September 1998.
Pamela Whitney, Creative Director/C.E.O. of ADI PressTRAC, Inc., a news content research, analysis, and public relations counseling company, says she has been in the public relations business for 20 years and has never heard of an incident like this happening.
"I have worked with large companies and small companies and never seen such disorganization, where the left hand does not know what the right hand is doing. You would never send out a press release without written permission from the client. The most important thing is credibility, and there is no way this buys anyone any. This makes the company look bad and now you can't trust the PR agency on anything that they tell you anymore."
Whitney suggests that companies should get into the habit of having all important documents such as press releases, talking points, fact sheets, etc. initialed and dated by all of the team players and have one sign-off person for each team involved.
"It may seem like a waste of time," she says, "but it can be important to not only to avoid a negative story, but can save your credibility and reputation with the media and within your company." (Tom Figel, Figel Inc., 312/223-9536; Chuck Thomas, Chuck Thomas Creative, 630-377-6006; Pamela Whitney, ADI PressTRAC, 941/466-6166; Mark Stubis, KidsPeace, 212/571-5437; Tony Green, Closer Look Creative, 312/640-3714)