Those of you who follow my Twitter feeds will know I have a curmudgeonly love/hate relationship with the tech PR industry. At the heart of it lies the fact the press and the PR industry have wildly different agendas.
For the PR, everything their company (if they are in-house) or their clients (if they are with an agency) does is THE MOST IMPORTANT THING IN THE WORLD – until of course the next time they do the most important thing in the world.
For the tech journalist, the most important thing is their readers. Journalists (like all writers) want people to read their stuff – and the best way to do that is to inform and entertain their readerships.
Readers, for their part, are not going to be informed or entertained if all they see are endless good news stories about the same bunch of companies. Not least because readers (in their capacity as consumers of tech) may have had distinctly bad experiences with the PRs' clients.
Add in the fact that even in specialist, niche vertical markets there may be dozens, if not hundreds, of players, to focus on just those whose PRs squeak the loudest and most frequently, would result in an unbalanced news coverage that is a disservice to readers.
It's all a question of balance and different agendas.
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