Can't We All Just Get Along?

Few things are as regularly reported as death, taxes -- and the relationship between PR people and the media.

The most recent log on the fire is the battle between Chris Anderson of Wired and Longtail fame and PR contacts who've apparently pitched Anderson on topics about which he could care less.

Or careless is more like it.

According to Anderson, the pitches were so far a field from what would be of interest to him and his staff that he's retaliating by sending some 300 PR folks to the "Do Not Call Wired" doghouse.

This post is not to discuss the specifics of this situation. I hope all works out for the best for those involved, since that result would bode well for reporters, readers, PR firms and companies looking to get the word out.

Rather, at the risk of putting to fine a point to it, the fact is that there are great editors and reporters and great PR people. And there are some really lousy ones, too.

Always has been. Probably always will be.

So, it's like any other relationship. Add value. Don't take things for granted. Do what you say you're gonna do. When you say you're gonna do it. Push when that's what the situation calls for. Step back when it doesn't. If someone screws up, address it quickly, professionally and proactively. Say please and thank you. Be respectful.

In the end, the caravan moves on. Now, let's all get back to work, shall we?