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.