PR firm apologises after Rolf Harris blunder
A PR firm has issued a hasty apology after distributing a press release which used the downfall of disgraced Rolf Harris as a bizarre way of promoting its client.
AC Agency admitted the release was “in poor taste” and apologised for any offence.
The opening paragraph of the original release, issued earlier today, read: “Since the scandal of Rolph (sic) Harris there is only one other great Australian household name left – Pro Hart – and he’s having the last ever sale of his private art collection!”
Later, the contractor who sent the release on behalf of the agency distributed an apology saying:
Seriously?
I feel disgraced on behalf of PR people. When will our industry learn that if you don’t act with respect, you are not going to get treated with respect.
Linking Pro Hart to kiddy fiddling is probably a bad idea.
Great PR, how do I contact them???
Ha, a PR company having to apologise for it’s own PR release in which they also spell the christian name of the household name incorrectly (Rolph instead of Rolf), bad PR for themselves i think! Who would use this AC Agency after this??? Not me.
A classic text book example of what NOT to do in regards to the use of personalities and marketing.
Very stupid idea.
Poor taste, yes. Offensive, only to Rolf?
PR job done Dora! Poor taste, yes – made it to Mumbrella – Yes….
What? were Rolf Harris and Pro Hart the only Australian household names left????
Are you sure?
A number of glaring examples of how NOT to do PR. Apart from the obvious, the release is also littered with typos…rule 101 that was always hammered into me when I started in PR was to make sure your document is pristine before you hit the send button. AC Agency: FAIL!
When ‘news jacking’ goes wrong … An opportunistic PR pitch replete with typo. Public Relations is about reputation – the result of what you do, what you say and what others say about you. Do you think that Pro Hart will see the funny side? Unlikely. And then as part of the damage limitation Dora Nikols pulls ‘Crikey’ into the mix. Double whammy.
Is it wrong of me to think this isn’t that bad? Perhaps because I ‘m desensitized to the issue? As a journalist, I just roll my eyes and keep going.
I don’t know what is worse here – the fact they are using someones crime to bring morbid attention to their client; or the atrocious way that the press release is written. How are these people in business!
This is actually one of the worst pieces of PR I have ever seen – globally.
Associating their client with a kiddy fiddler, spelling error and astounding lack of creativity in a hopeless clutch for ‘relevance’. What a bunch of clowns.
This should be the end of this hack agency. Someone above the account manager had to approve the release before it went out, after all. Sheesh! No doubt Pro Hart sacked them instantly.
Mumbrella, is it really necessary to include this woman’s LinkedIn profile? You’ve printed the article, the name and her agency. Is it really necessary to take it to this level of bitchiness.
Careless misjudgement or calculated marketing strategy? It got our attention.
Aside from the Rolf factor, I wouldn’t pay a cent for a press release written so poorly. Most year 10 students have a higher literacy level.
Kellie – i don’t think that ad and PR industry is the target for this release. So if their marketing strategy was to get into mumbrella then their spelling and bad judgement is the least of their worries.
The apology looks like a part of the PR campaign
Crikey ! Pro Hart died in 2006 so he’s not having the sale !
So the PR company can’t think of any other Australian who is a household name…um..what about our Nicole, Brett Whitely, Elle,Cate and Keith, Hoges ,Julia,Kevin,Thorpie , Warnie ,Jessica Mauboy and Aust of the Year Adam Goodes etc ! Hey what about Tim Cahill in case you haven’t been watching the soccer. As for the phrase “everyday Australians” no one wants to feel like this but better than being aligned with Rolf Harris.
Definitely bad judgement on The authors part but I’m even more shocked with mumbrella for pointing to linkedin profiles. You all make a great case for the shallowness of the PR industry.
I’m guessing you’re all trying to justify your own self worth.
Have you noticed how the only time people complain about somebody being named in a story is when they’re PRs?
@Night Woman: It’s not “soccer”. It’s “football”.
This is not the first time this Agency, or AC Agency as they are known, have sent out opportunistic press releases.
I’m guessing the whoever runs this agency thrives on any kind of publicity. Not good.
People make mistakes and bad judgement calls in business ALL THE TIME, in this, and many other industries. To burn this poor PR woman at the stake for what… having a bad day… and possibly ruin not only her reputation but her career? I’m stunned at you Mumbrella. How could you witch hunt someone for making a stupid blunder? We’re all human for God’s sake. Did she kill someone? No? Bad day at work? Yes. You need to issue an apology for defaming her.
According to their website AC Agency “exploded out of the blocks with groundbreaking, ambitious and intelligent campaigns”. They might want to rethink their brand taglines.
Agree with @Shocked, quoting a LinkedIn profile is taking it too far. A public stoning isn’t needed.
Ok Dora – a free PR lesson for you:
1. Pro Hart is newsworthy.
2. The first ever sale of his collection by the family is newsworthy.
3. Always check spelling of names, products, organisations etc.
4. Be very careful when trying to capitalise on front page news. Topics to steer clear of include sexual abuse, tsunamis etc.
5. Don’t cry. Move on and learn from this mistake. 🙂
Hi Miss Primavera (and one or two others),
This email was very much in the public domain before we wrote about it. In the couple of hours leading up to posting we were forwarded it at least three times, by journalists in Queensland, Sydney and Singapore, so it’s fair to say the person’s name had already been well circulated. As it happens, although we were already writing the story, we were also beaten to publication by at least one other publication.
And as for LinkedIn profiles, they’re also in the public domain.
Unfortunately, once you email a large list of journalists across the country with something as tacky as this, you’ve put your own name into circulation.
That said, we might have named the person anyway. Our presumption as journalists is usually to share what we know with readers unless there is an overriding reason not to do so.
Where somebody is more junior we sometimes make a judgement call to leave their name out. (Generally any criticism then focuses on having written the piece at all).
But ultimately, PR is a profession that should be (and is) aspiring to high standards. That’s why it’s such a relevant story when something like this occurs.
Cheers,
Tim – Mumbrella
Reading through some of these comments, I feel ashamed for some of you.
We have all had bad days, and I for one have sent out press releases I wish I could have retracted.
This agency, like all agencies, was obviously trying to take advantage of what’s newsworthy or topical, but made a terrible judgement on this. No public hanging required.
Who here hasn’t made a bad judgement before??
Agreeing with Bernie, don’t cry, move on and make today a much better day than yesterday.
I know we all like to think editors eagerly await our every word, but the truth is, they forget quickly and most don’t even read what we send them.
Life goes on in the PR industry.
Anyone seen page 19 of the AFR today? A third of a page devoted to the Pro Hart art auction, complete with prices and pictures. It reads like an ad.
Tim – yes PR shouldn’t be so tacky. But it’s hard to stop doing it when ‘journos’ fall for it hook line and sinker.
When dealing with matters of reputation (whether at a corporate or individual level) I don’t think such poor judgement can be swept aside with lines about ‘bad day at the office’. A good reputation is hard to earn and easy to lose. Warren Buffett sums it up in is often quoted line: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently”.
Globally public relations is seeking to promote its professionalism and earn a place at the board room table. A pre-occupation with media relations and ill-thought-out tactics sets the profession back greatly.
Oh Scott, you’re being a bit dramatic, aren’t you? I am sure Dora has plenty of client success stories, and if she can claim the AFR coverage (mentioned in an earlier comment), then I don’t think reputations are ruined by a mumbrella story (& a few journalists who quickly deleted her release after reading such a silly news hook. I doubt they even remember her name). Luckily for Dora, she had some strong news hooks (aside from the tasteless one) to help gain some traction.
Time to move on, Scottie, or you’ll never have time to get to that boardroom.
I feel sad that ac agency has been blamed for this bad judgement call. The onus is totally on me. I have worked to an incredibly high and ethical standard for the past 15 years, with very satisfied clients, however yesterday was one of those bad days where I made the wrong decision under a very tight deadline.
Thanks for the comment, Dora.
This seems like a good moment to close comments on this one.
Cheers,
Tim – MUmbrella