After having bombarded weary-eyed hacks with marketing and self-promotional monologues in the form of blogs and recently Twitter feeds for what feels like an eternity, Intel has now launched its own news service, named ‘Free Press’.
Although in 'Beta' stage, Free Press will deliver news in the Intel orbit, providing information on the less-known aspects of the company’s business activities. Unfortunately it is marred by propaganda-like content that – though very dapper in Chicago-style trimmings – does little else other than promote the Intel business agenda. Free Press does at least score points for candidness: “We are Intel geeks at heart, taking an editorial approach to producing stories with journalistic style and integrity, and doing it as objectively as possible while being transparent about who we work for”, says the site.
Intel, which wrote the book on IT press relations, (no, literally… they wrote the book) and has come a long way since then. The PR departments are well-lubed machines that know exactly what they can do and say, but above all, what they can’t. If they can’t, they’ll pass it up the ladder to someone who can, which is more than can usually be said for bloggers and twitterers who can always hide under the cover of not being official spokespeople for the company.
For some reason, the company insists on changing the formula according to trends rather than results. It rewrites its playbook by adding new ‘innovative’ chapters in an attempt to engage more and more media outlets. Unfortunately these end up being short-lived attempts which more often than not fail to provide more than the bare minimum of useful information. This then prompts journos to ring up their local PR rep, and the cycle starts from scratch. The PR guy will know nothing of what you’re talking about because they didn’t get the memo, but his training will make him insist on taking care of it.
Well, we can give Intel a lead right now that they can use for free: your PR guys do fine, so don't dump a fresh load on them.
Actually, that’s just about everything you need, someone to pick up the phone on the other side and provide timely replies to needy scribes like us… something Intel can relearn from AMD and Nvidia - on a bad day. Even crisis management is something of the past, as Intel has managed to avoid PR train wrecks ever since the Netburst microarchitecture. On the other hand, Intel hasn’t quite got the handle of model numbers.
The best thing Intel could do, in fact, is provide PRs with technical advisory to deal with journos.
From bunny suit fitting to Intel capital investment, you can read everything Intel wants you to read, right here.