End-Run

This post was written by John White on Fri, 27 Feb 2009 17:16:41 +0000
Posted Under: deadlines,Hiring writers,marketing manager,relationship with engineering

Do you ever turn around and realize somebody has done an end-run on you?

It’s not easy to make everybody happy when you’re in Marketing and public relations. Engineers, VPs, execs, and firebrands in Technical Support all want to publish content to make their lives easier. Some of them don’t really know what people in Marketing do, so when they’re facing deadlines or customer pressure, they don’t put up with very much delay before they run around the end and figure out their own way to get content written and published.

So for example, the project director inside a large government institution has a remarkable story to tell, but he’s got only a few weeks to use his budget or lose it. The public relations manager tells him, “Yes, we can hire the ideal writer for your project, a person who knows your specialty inside and out. We can also publish the story for you.”

Two weeks go by, and he doesn’t hear from them. The clock is ticking, so he spends some time on the search engines and article sites, in case he needs to hire the writer himself.

Another week goes by, and the PR manager calls to ask some “preliminary” questions about the project. The director starts making phone calls to find a fallback writer.

Finally, he realizes the only way to get the piece done is to hire the writer himself, which he does. The paper ends up a bit late and a bit over budget, but he has it in hand.

Now, if you’re the project director, do you take the paper to the PR manager and ask him to publish it?

If you’re the PR manager, will you work with the content, or be upset by the end-run?

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