Service of Too Big and Too Powerful
Thursday, March 29th, 2018
In my line of work, I’m thrilled by the stories I bring to media that they embrace. I’m critical of some I read, see or hear when I think of a few appropriate leads I’ve proposed that were rejected by key players. The most glaring example of “how did this get past the editor/producer?” is the constant coverage by legitimate media that gave credibility to the shenanigans of the current chief of state when he started his campaign.
Photo: boldomatic.com
But PR, with its constraints, is the game I’m in and when I hit pay dirt I still get a thrill; when I don’t I try harder.
Richard Whitman’s commentary on Mediapost.com struck a nerve because he wrote about the advertising world that unlike PR pays for its communications and if what it sells is legitimate, gets in. The commentary dealt with an uncooperative gatekeeper setting up a roadblock for dissemination of essential information that could save young lives.
In “Cancer Awareness Campaign Supported by Google, But Apple Won’t Play Ball,” he wrote about an advertising campaign for the Testicular Cancer Awareness Foundation to “raise money and awareness to fight the disease via a set of testicle emojis that consumers can download for $3.99.”
Photo: emel.com
Whitman reports the foundation’s findings: There’s a 95 percent survival rate when the disease is detected early. Also, it is the leading cancer for boys/men 15 to 24.
The ad agency, Oberland, prepared the sticker packs to launch with April, Testicular Cancer Awareness Month. Oberland reported that Apple’s reason for declining was: “Your sticker pack is not in compliance with the App Store Review guidelines.” Whitman commented: “Whatever that means.”
Photo: emojiisland.com
He wrote: “Oberland appealed, even sharing a note from the founder of the Testicular Cancer Awareness Foundation — Kim Jones — which included a personal story of the passing of her son Jordan from the disease at the tragically early age of 22. But the appeal was denied.”
He concluded: “And Apple seems to be going out of its way to prevent that message from being heard by more people than it otherwise might. That’s a head scratcher. What gives, Apple?”
Photo: psychmechanics.com
I once reported to an editor who would wrinkle her nose, hand copy back to me and say, “I don’t like it.” I’d ask what she didn’t like—the topic? the headline? the lead? It was my first magazine job and I was flummoxed when her only response was the look of disgust. Apple acted just the same. Someone could have said to Oberland, “this is what you must do for the app to be accepted.” Nobody did.
Advertising is a different game than PR. It’s more costly and those doing it have control of the message and where/when it plays. Or do they these days—when the gatekeeper to a crucial target audience is a giant corporation that carries a lot of weight? Is this a healthy precedent?
Photo: everydayinterviewtips.com
