HP media tactics are sharp end of the wedge

Writing about the technology sector isn't always glamorous but this is far from the first time that a computer company has used a Sherman tank to tickle an amoeba when it comes to pesky hacks writing things big companies don't want them to.

The classic tactic is the case-and-desist letter but sometimes things take a more colourful turn. Many years ago, the boss of a European software distributor didn't want a journalist writing about a forthcoming product. Why? Who knows, but he was anxious enough to try and stop production of an issue at the last minute, necessitating several calls to the publishers' lawyers and general chaos. The story was published in the end and, by way of a classy apology, the distributor offered the hack a limo and chauffeur for the day.

On another occasion, lawyers acting for one of the world's biggest companies didn't like the fact that an online rag had written about some plans the vendor had kept largely to itself and rang up the editor of said publication. However, this being the middle of the day, said editor was in the pub and in celebratory mood. The discussion was a short one and to the point, we understand.

On yet another occasion, an even bigger company rang up a journalist who had got hold of the name of a new PC line. Just the name, nothing else. In a fret, US flaks called and settled on a mutually agreed solution: We'll give you all the details in exchange for you pulling the name.

Troubled firms on occasion pay PR to keep them out of the press. One marketing executive was furious to discover that a journalist planned an article on his company and did everything in his power to block the story. It turned out that he was being bonused on keeping a clean sheet.

Risk mitigation is often seen as a preferable tactic. PRs brief IT execs so their speakers can avoid trouble but this can be risky in itself. One brief on a journalist suggested he was obnoxious, frequently drunk and prone to being abusive in order to get a response. A fair enough characterisation -- just don't leave that briefing note on the desk where he's just about to sit. Ouch, too late.

Similarly, a large chip maker briefed execs about the vagaries of journalists from different countries - the booklet was discovered and subsequently published. This is the now famous Intel Guide to the European Press.

Of course, sometimes firms are just so stupid that all the care in the world wouldn't help. A female journalist recording an interview with two execs was shocked - it says here - to hear the playback of their comments that included a leering discussion of her attributes. The reporter had left the room for a few minutes but the tape was still running. µ