PR Studies

The exception

How do you explain it when you get great PR in support of an innovative product - but the result is disappointing sales?

Jim Horton writes in 'When PR is not enough' (2 October - 10/2) about Segway and the buzz surrounding the launch of the 'human transporter'. In this case, spectacular PR has not been matched by stellar product sales:

Segway's introduction was one of the great PR successes. Burson-Marsteller orchestrated it, I understand, and the agency did a brilliant job... Segway might go down as exhibit A to support the statement that great PR cannot solve all problems. PR can communicate, but it might not persuade.

Comments

The exception

How do you explain it when you get great PR in support of an innovative product - but the result is disappointing sales?

Jim Horton writes in 'When PR is not enough' (2 October - 10/2) about Segway and the buzz surrounding the launch of the 'human transporter'. In this case, spectacular PR has not been matched by stellar product sales:

Segway's introduction was one of the great PR successes. Burson-Marsteller orchestrated it, I understand, and the agency did a brilliant job... Segway might go down as exhibit A to support the statement that great PR cannot solve all problems. PR can communicate, but it might not persuade.