A Lesson Learned

October 5, 2007 at 6:06 pm 3 comments

By George

We believe in digital media at Racepoint (in fact, one of our founders Larry Weber has written a great book about it).

But like everyone else, we sometimes make mistakes.  Hey, even the mighty David Ortiz strikes out on occasion.

This week, on his own accord, one of our team members posted a comment on a blog using a pseudonym (and no he’s not a soon to be fired employee, Valley Wag).  In fact, he’s a promising young PR professional with a bright future.

I want to be clear that our employee was not posting on behalf of a client or Racepoint.  He was posting as himself – or himself behind an alias.  You can read the original postings here and here.

His mistake from our perspective was two-fold.  He posted a personal comment from Racepoint Group and he posted about a client that he is not authorized to blog about.  He regrets his mistake and has apologized to the blogger who has graciously accepted and even invited him to participate as a formal writer for the site.

We have a golden rule on blogging at Racepoint Group: transparency.  Our policy is to identify ourselves, who we work for, and which client we are representing while posting and commenting. As Larry says about this episode: “Social media is an uncontrollable atmosphere – and that’s the beauty of it.  And like in real life negative things can happen.  We apologize and move on.”

We obviously regret the commotion we’ve caused and hope that others can learn from our misstep here.  I know we have – it’s been the topic of conversation around the office for the last few days.  In the end, it’ll make us better at what we do.

We’d love to keep this conversation going about the dos and don’ts of digital media relations.  It’s a fantastic communication tool, but it’s still evolving, which leads to mistakes.  I’m sure we’ll be making a few more stumbles as we go along.  This won’t stop us. 

So how about those Red Sox?


Entry filed under: Digital media relations.

East Coast v. West Coast A Night of Firsts

3 Comments Add your own

  • 1. Mike  |  October 6, 2007 at 12:42 am

    That quote from Larry — “…like in real life negative things can happen. We apologize and move on” — is very good. I really do understand and appreciate that sentiment. I hope most of the people who are or might be clients of people like you and me appreciate it, too.

    Go Sox.

  • 2. Kami Huyse  |  October 7, 2007 at 4:19 am

    This is an excellent example of how to handle the fallout of “messing up.” Good for you for handling this with grace.

  • 3. Blurring boundaries … « First Person PR  |  October 9, 2007 at 11:20 pm

    […] but to publicly acknowledge mistakes is demanded in this social media world. And to their credit, Racepoint uses it to educate […]


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