“Safety concerns over driving shoes” reports the BBC, citing a survey by the Automobile Association. I was surprised – by the lack of topical reference to Ugg boots and Crocs – but not by this much repeated story. Simply shuffling the PR shoe release – again…
Back in June 2007, I noted (citing this very same story) how Mark Borkowski had pondered if media interest would decline as recycled PR tactics increased in frequency. Well here we are again – demonstrating that the media have not become wise to unimaginative rehashing of pseudo-news by PRs.
Although perhaps it is unfair to criticise either PR practitioners or the media. As people are increasingly overloaded with information, maybe editorial publicity is simply following the approach of advertising where repetition of a message is necessary to aid recall and stimulate action.
I wonder if we are becoming more like goldfish which allegedly have a memory span of three months (not 3 seconds which is a myth). In which case, it may be perfectly reasonable to keep on recycling those cheesy PR stories and stunts – and no-one will be any the wiser.
So try to remember that you heard it hear first – the Goldfish Memory approach to public relations!