Online Public Relations Thoughts

One way editors use to sell magazines is to create lists --the Top 50 this, the Top 100 that, the 25 standouts of the year, etc. But, as this commentator points out, it's a scam, especially when rankings are opinions. Unless one is using verified data like the Fortune 500 list with clear delineations for rankings, there isn't a way to rank well. Yet, as PR practitioners we play into these editorial scams constantly. I suppose we accept that if we help editors sell magazines, editors will help our clients in return. That's OK to a point but there are times, as in choosing a doctor, when it's risky.

Lists are overdone, but don't expect to see them disappear anytime soon.