February 15, 2006

{Scoops and corporate PR } – “Scoble wrote a stimulating piece on the flattening of PR, and quotes Chris Pirillo saying the scoop is dead. Both are interesting points of view, but I think the scoop is alive and well, and corporate PR, especially at large corporates, has a continuing important role.”

The scoop isn’t dead, nor will it be. So long as an executive has a mouth and can talk to a reporter. I’ve seen it, I know that sometimes there will be execs who feel comfortable about feeing information to reporters…that’s the secret way of how news happens. You will always get a scoop, if you can be trusted.