"When all else fails, try the Truth - Redux"

This afternoon, it was confirmed that the "balloon boy" incident was a hoax. The most amazing thing to me was that anyone ever thought otherwise. Having done communications and public relations for my whole career, I have found that it's pretty easy to tell when someone wants attention for their own benefit rather than for a "greater good." The surprising thing about the hoax was that it wasn't obvious to just about everybody that this family had a long history of attention-seeking.

The sad thing is that we "have made our own bed". The combination of the 24-7 news cycle and the general interest in drama and sensation have led to people like this family who exploit the system. Moreover, I suspect that ultimately they will benefit somehow from this great amount of attention, even if they have to wade through some mud to reach their goal.

It's ironic that I am concerned about this. After all, at Roeder-Johnson, we are in the business of helping companies get noticed. But, for better or worse, we believe there is a certain standard. I often joke about the fact that my motto is "when all else fails, try the truth." But it's actually not a joke. We believe that you start with the truth. The market ALWAYS figures it out. And companies are better off managing their perceptions based on the truth rather than apologizing or correcting themselves later.

So how do we rationalize communicating within this drama-driven world and staying with the truth. They are not mutually exclusive. Most companies have stories that are full of drama on several levels and, over time, can garner attention. And in the meantime, by communicating who they REALLY are, they are getting to the constituents they need to influence.

So, I am hoping that the sensation of the balloon boy doesn't encourage more such hoaxs. But, unfortunately, I am afraid it will.

Is Too Much Attention being Paid to the First 100 Days?

I'm torn about the tremendous attention being focused on the President's first 100 days. On one side, it seems like kowtowing to a media event and creating a lot of hype around a false stake in the ground; on the other hand, we live in a time where clear communication is key.

Ok, I admit it: at the end of the day, it seems like there is too much "pomp and circumstance" being put on this date on the calendar. While the President couldn't and wouldn't stop the press from covering this milestone and should communicate clearly, the planned prime time press conference feels like a bit much.

So what the relationship between this hoopla and technology start ups?

1. First, running a company is a marathon not a sprint. It's fine to set goals and meet them (in 10 days, 100 days or 6 months). But that's not the end in itself.

2. Hype kills. Yes. This is a familiar refrain for this blog. But we cannot say it too often. At the end of the day, spinning up too many things to create too much buzz can (nearly) always lead to disappointment among most constituents. . (Admittedly, the President has, thus far, avoided this pitfall. But...)

So, what should the President be doing now? Probably clear and concise communications to keep the discussion and understanding progressing. But without the prime time focus.

The same goes for most companies.

How do you spell Relief: GigaOm

I have known Om Malik since something like 1997 when we first met outside of a client that was changing the basic network infrastructure. Om, along with only a few of the very gifted journalists I have met, has always been able to understand the story that's on the surface, and the long term implications of what he is hearing. This has been particularly relevant for infrastructure plays and young companies that are developing "enabling technologies." Because with these companies you need to get below the surface to see how important they actually might mean. It's the role of the public relations to help with this, but it also takes the right perspective in the journalist (and of course the presenter).

GigaOm.com has to date done a tremendous job of looking at the new world as it is coming to be. I am now excited that Om announced on Friday that GigaOm is going to start looking at infrastructure issues and their implications. If there's anyone around who can do it, it's Om and his team!

Moreover, I hope that with Om's influence, more people will return to exploring, understanding, and perhaps even celebrating some of the foundational technology companies and what they could mean. Because it's not just the top layer of applications that are evolving and changing the way we live but also the next generations of technologies are evolving as well!