by Roger Pynn
For the second time in as many days I’ve sat dumbfounded by news releases. I’ll focus on one that doesn’t involve any client interests, but this one mirrors a release that sent our shop and a client executive scrambling when a public relations firm issued an incorrect news release supposedly without client approval. The problem, however, was that our client and more than a half-dozen other high-profile organizations had a stake in the real story.
When Travelocity issued a news release about a new multi-year, multi-million dollar agreement with US Airways, the airline promptly issued its own release that said while the basic facts were correct, online travel agency Travelocity had not consulted them and had clearly indicated US Airways in the release.
In these days when collaboration and partnerships are so prevalent and important, the need for strict adherence to basic protocol is essential. No release should ever go out without total agreement from all parties … and a signature or e-signature confirming approval is a must.
Just as important is a system of checks and balances. No one can afford this kind of error … much less the potential of offending a partner.