Great post Jonathan. Your insights are correct--publicity when we aren't ready to meet the response it engenders may hurt our brands more than help them.

Jonathan, your experience certainly indicates short-sightedness on the part of the toy manufacturer. You're right - they missed a great opportunity.

I always learned that in PR, admit your faults or errors, then say how you're going to rectify things. Had they admitted that this publicity came unexpectedly and they have plans to launch the toy in the American market on [date], then they could have kept you in the loop, as you say, via e-mail or their site.

Jonathan, it's true that companies sometimes jump the gun with publicity when they're not quite ready to handle it.

In the case you cite, though, the company may not be at fault, although it looks like they missed an opportunity to build advance orders in the U.S.

The problem appears to lie with the blogger at Boing Boing, who failed to specify the item isn't yet available here.

As international borders disappear thanks to the web, marketers might want to be specific in the online material about where their products are and are not available.

This also points up the need to question accuracy of things we read on the web. Most bloggers and online e-zines don't have fact-checkers to avoid mistakes such as this one.

Howdy all,

Good points, all, but I feel as if this raises a more interesting question regarding the loss of power in the blogosphere for marketers.

I'm sure the toy company would have loved to have foreseen this post in their marketing schedule so they could have been more properly prepared; however, what does this say for the future of company's blogging strategy? I'm feeling that one of the problems with blogging is also its greatest advantage: complete freedom of press.

If the trend in consumer generated media continues (and is there really any sign that it won't?), how are businesses supposed to align public relations strategies with operational plans to avoid inefficiencies such as this in the future?

- Garrett

Thanks everyone!

David: I can hardly hold BoingBoing accountable. Their job is to post interesting stuff found on the web, not help retailers sell or consumers to buy. Media can do great things, but it will NEVER do the heavy lifting for us.

Jonathan, I understand what you're saying, but by doing some due diligence, BoingBoing could save their readers some hassle. All they had to do is say the product is not yet available in the U.S. It's not a matter of helping the marketer sell product, but a matter of helping the reader with full information.

Keith Kelly, the media columnist for The New York Post, recently told a group of PR people that "we (newspeople) don't take blogs as gospel truth. We have to check them out as a tip."

Bloggers may not necessarily be journalists, but if they're passing along info, they should try to be accurate and complete. If they want their blog to be taken seriously.

I too feel that it isn't entirely the fault of BoingBoing, but I agree with your statement that they should have regrouped quickly and figured out how to take advantage of that free publicity.

My daughter has her own fashion company, Jahqoi. The company has started getting some media attention over the past month. Fortunately, my daughter understands the power of the media - so she was ready. I hope other companies (especially new ones) will read your article so they won't make the same mistake as BoingBoing.

You want to enter into a call center business but dont know how to get started?
I have 7 yrs experience in an outbound call center and I can help you "start small,grow later!"
email: jodiecastillo@gmail.com

POSTSCRIPT:

Some posts here wrongly assume the toy was developed by a company, when it was actually
the brain-child of an individual based in the UK.

In an industry dominated by corporate giants, the developer is presented with a classic David and Goliath situation.

The internet provided a means of showcasing the concept to industry buyers before manufacturing had even begun.

As a direct result of this exposure, distribution deals were secured in the UK and USA.

The product is now selling successfully worldwide.