PR pros are expected to turn out a respectable number of working journalists for a news conference. However, it’s also important for practitioners to set reasonable expectations so that they may deliver on the promise. If one overhypes a presser, it may precipitate a negative backlash…as was the case with the introduction of the Apple/Motorola/Cingular Rokr.
John Murrell writing on one of the Merc-News’s blogs, “Good Morning Silicon Valley,” assessed yesterday’s Sun-Google alliance announcement like this: “Google, Sun to jointly develop better news conferences.”
Granted, Google doesn’t have to do much nowadays to command the media’s attention — a position Sun enjoyed at a time when Google had yet to be annointed a verb.