Berry & Green

Creative. Strategic. Communications.

Hello From The Other Side

"Go to Popolo immediately," it read. "One of the most brilliant Italian restaurants to open in London in ages," it said. Luckily, I was there for lunch. It was pretty damn full for a Tuesday lunch. Today was a good day.  

In the PR world, unless you do the publicity for a company that makes head lice shampoo, for example, or Jeremy Corbyn, there are days which are awesome; days when you absolutely, positively know that something glorious is going to be written about a client which is going to make them beam from ear to ear.  

Equally, there are days of mild disappointment where you THINK something lovely is going to be written about your client but it turns out you were wrong and it's been bumped by "the subs" to make way for an advert for head lice shampoo or, less likely, a nine-page appreciation of Jeremy Corbyn.  

These days slightly suck and if I had a pound for every time this has happened to me, I would have (calculates......) £47. But you get over it and you move on. If you're a half-decent PR, those days are rare and outweighed by the lovely days. They're no excuse for throwing the towel in and resorting to (whisper it) mass emailing! 

i had lunch with a national newspaper mate at Popolo today. He gets three emails a minute from PRs. He showed me. Well over 90% appear to be mass emails with no apparent thought or creative ideas.  That doesn't help him have a lovely day. In fact he just deletes them all. Rightly.  

Anyway, Popolo was busy. Like a scene from Field of Dreams. If you build it, they will come. "Go to Popolo. Immediately."  That's what it said........   And it was a good day.