You know me, I love to jump on things that I don't like and have even done the occasional dumping on Edelman for some of its previous issues with flogs (see previous comments here). But this, I didn't get too excited about this and think the responsibility here needs to fall on the bloggers, not Edelman and Microsoft. Let's face it, for years companies have sent out samples for journalists to test and then write reviews. That's how it's always been done. So why the beef about doing it with bloggers? Yes, some of them didn't report that they received it from Microsoft, but shouldn't they be held accountable for that? These systems weren't sent out anonymously so that the bloggers would have felt that they were just gifts from heaven? And with many of the new operating systems requiring newer hardware configurations, it does make sense that they would send out a new computer with the new software.
I think that one of the mistakes that we make in this new world is pretending that the old rules don't apply any more. Frequently, they do. So, whatever the processes and procedures are for sending out review copies to traditional media should be the same procedure when sending out to new media. And good writers, whether they be journalists or bloggers, will tell people that they received a review copy and then give an honest review. Period, end of story. I agree with Andy Sernovitz on this one here (he's quoted below). I think that people love to jump on a company when they're down and given Edelman's recent flog fiascos, I think people just wanted to join in. But on this one, I'm not sure I understand what Edelman and Microsoft did wrong!
PUBLIC RELATIONS FIRM EDELMAN HAS once again roiled the blogosphere, this time by giving laptops to prominent bloggers on behalf of its client Microsoft.The laptops--which were sent out to a host of tech bloggers, including Brandon LeBlanc, Scott Beale, Maurio Freitas, Mitch Denny, and Zen.Heavengames--were top-of-the-line Acer Ferraris, retailing for between $1,800 and $2,300, pre-loaded with Windows Vista--the new operating system the move was designed to promote.
But Andy Sernovitz, head of the Word of Mouth Marketing Association, said that the bloggers and commenters are simply piling on Edelman, which was recently involved in a fake blog scandal with its client, Wal-Mart. "This is a small group of anti-corporate bloggers who would attack all marketers," he said. "Because it was Edelman, they get outed by the people who are looking for a scandal. But there's no story here." Sernovitz added that sending review copies of software and hardware was standard procedure.
Link: MediaPost Publications - Edelman, Microsoft Roil Blogosphere With Laptop Giveaway - 01/02/2007.
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Posted by: astra | May 18, 2007 at 07:34 AM