As anyone familiar with the field knows, marketing is all about telling half-truths to get people to buy what you’re selling. A corollary to this basic principle is that marketing people always get into trouble when they start telling the whole truth.
The half-truth: Washington Post publisher Katharine Weymouth was hosting a series of “salons” where important people could discuss important issues like health care reform.
The whole truth as revealed in a one-page flier provided to potential sponsors (i.e., lobbyists): “Underwriting Opportunity: An evening with the right people can alter the debate…. Underwrite and participate in this intimate and exclusive Washington Post Salon, an off-the-record dinner and discussion…. Bring your organization’s CEO … literally to the table…. What is guaranteed is a collegial evening, with Obama Administration officials, Congress members, business leaders, advocacy leaders and other select minds (later revealed to be Post editorial and reporting staff)…. Offered at $25,000 per sponsor.”
The aftermath: Everyone from the newspaper’s publisher to its executive editor to its ombudsman were busy distancing themselves from the “public relations disaster” (ombudsman’s words, not mine).
What did the poor guy who’s being blamed for this public relations disaster have to say: “There’s no intention to have a Lincoln Bedroom situation.” I can only imagine what his next quote will be. My best guess: “I am not a crook.” This poor guy needs to learn something about marketing … and spin.
03 July 2009. New York Times article concerning the salons.
04 July 2009. New York Times article concerning the publisher.
10 July 2009. Publisher’s apology.
10 July 2009. Slate post the salons.