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Lies, D#$& Lies, and Press Releases

by Scott Nelson  |  July 28, 2011  |  3 Comments

Everyday my inbox is filled with PR firms sending me press releases. They normally have the same format, which goes as follows;

“Company X, the leading vendor of Y, is pleased to announce that they are now a preferred partner of Company Z. The combined product offering will make them the leading solution in the CRM space.”

6 months later, nothing has happened as a result of the “partnership”. No new business, no new traction, no new products, and soon a new press release comes out that announced that Company X is now partnered with Company A’, and that this partnership is really big news, and things will happen, and blah blah blah.

I wonder if PR firms realize that analysts, and smart end users, remember these announcements. In some cases (such as mine), even track them to see what happens 3 months out, 6 months, one year. Since in better then 90% of the time, nothing happens, it makes us just a bit jaded when we see these releases.

A word of advice. Stop over selling. Stop trumpeting every paper partnership as the Next Big Thing. Start just informing us of events, and then…and I know this will be a change a pace…actually tell us when something substantial happens.

You can get back to your day.

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Category: crm-strategy  

Scott D. Nelson
Managing VP
12 years at Gartner
18 years IT industry

Scott Nelson is a managing vice president in Gartner Research. He is responsible for managing research in the area of CRM. His particular research focuses on CRM vision and strategy.

Thoughts on Lies, D#$& Lies, and Press Releases

  1. John Conley says:

    Don’t shoot the messenger! In reality, you don’t think an external PR agency is driving partner strategy, do you? Too often, this stuff starts at the top and is simply an effort to cover-up a lack of momentum in the marketplace. As you suggest, the really bad Barney announcements point to vendor that doesn’t care about their credibility, which is a pretty scary thought.

  2. Scott Nelson says:

    Oh, I definately agree. I know that the PR firm is just doing their job. My point is that vendors think that analysts should view press releases as real news. In reality, there is nothing there in the vast majority of cases

  3. […] Lies, D#$& Lies, and Press Releases […]

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