Does BlackBerry need a PR rethink?

Saunders-45X64.JPGPosted by Alec Saunders
Gizmodo’s Brian Lam is ticked off. The BlackBerry PR team didn’t provide him with a review unit of the new Storm 2 before launch, and consequently he didn’t write a review. Only the New York Times, and the Wall Street Journal got the units, apparently.
RIM has consistently ignored bloggers for a very long time, so Brian shouldn’t be that suprised. Their strategy looks like a hold-over from their enterprise sales days. The Journal and the Times are two of the biggest publications read by business leaders across the US, and so they get the review units. As RIM continues their assault on consumer markets, however, it seems clear that they’re going to have to change the way they approach media outreach. They’re going to have to come up with programs that target writers in enthusiast markets, and in mainstream publications.
The best at providing review units and opportunities for writers is Nokia. Nokia’s “blogger relations” program was started by Andy Abramson five years ago. The program cultivates a community of enthusiastic geeks (like myself) who are always pleased to get a chance to see and play with their latest offerings, and to write about them – good and bad. It has paid off for Nokia with a large and loyal following of enthusiastic customers.
Over to you, Waterloo.

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