Posts Tagged badpr

Bad PR: A Peek Behind The Poll Curtain

Regular readers of the site are possibly familiar with a few reports I’ve done in the past, looking at Bad PR. I’m not sure I ever clarified what Bad PR actually is – instead I’ve just taken a headline or a story touted around the various rags of the English press, and tracked it back to the initial press release issued by some company or other – often only peripherally related to the subject of the press release – and generally banged a big grumpy drum at all of it. Fans of that, don’t dispair – I’m sure I’ll be back some other time, drum in tow, merrily – and of course grumpily – banging away for your amusement. Or something.

But for now, I’m going to put my drum away, step away from the awkward and restrictive music metaphor I seem to have forced on myself, and take you through the other side of this sorry affair that is this whole murky world of surveys, PR and the news.

You see, newspapers need content – gone is the day when a journalist can scout stories, call up sources, check facts, and do all that other good stuff you see in political thrillers, where the diligent and handsome-in-a-shabby-sort-of-way journalist uncovers some political scandal or other, and – after huge rows with his cartoon character of an editor – publishes the lot to international acclaim. Those guys don’t really exist any more. Instead, more often than not, journalists have so many column inches to fill that they barely even have the time to check what day of the week it is.

Because of this, it’s insanely easy for any PR company to hand them a nice juicy press release, a write-up of a public survey complete with numbers and percentages and opinions, topped off with a nicely surprising or sexy finding. Newspapers lap that up, and goes out pretty much unedited, which is where my big grumpy drum comes in.

But where do these survey come from? And what role do they have in fashioning said sexy or surprising findings? Well, I’m always one to put my neck on the line, so I decided to visit the charming website of my favourite pollsters – One Poll, who were responsible for finding out that people think Jeremy Clarkson is probably well hung – and I joined up as a poll-ee, which you might think is a made up word but 78% of the 100 people I asked said it was perfectly valid. See, I’m getting into the spirit already.

Being a pollee is not without it’s benefits, of course. I mean I say that, but it almost literally is without it’s benefits – for each poll you take part in, your account is credited with a generous ten pence, which is yours to do with as you please. Slight catch – you only see the cold hard cashola once you’ve accumulated £40, so unless you’re in it for the long haul, One Poll don’t have to pay you a penny. Excellent. Read the rest of this entry »

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