Thursday, August 11, 2022
Burying The Lede
According to this, Ford Motor's PR department likes to bury the lede in its press releases. Bad news is down in copy after positive news forcing reporters to hunt for negatives or miss them altogether. The reporter takes the company to task for the practice. And, well he should. PR is reliant on credibility to make its case and if practitioners consistently bury bad news, they earn a poor reputation with their primary audience -- the media. The news that the price of the electric F150 pickup truck was increasing was clearly the news and not the range of the vehicle, as important as that is. It should have headlined, "Ford Updates Pricing on electric pickup." The company has said the launch of the vehicle is critical to its future success, but the increased price threatens that. It should have dealt with cost issues first.
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