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| By Steve Jagler Special to OnMilwaukee.com E-mail author | Author bio More articles by Steve Jagler |
| Published Feb. 22, 2007 at 8:38 a.m. |
|
Somewhere in the offices of Anheuser-Busch Cos. Inc. in St. Louis, Mo., there's an electronic file with my name on it. And some check marks for bad, bad behavior on my part.
Or so I'm told.
Last week, I posed a simple question to the brewer of Budweiser. Milwaukee-based Miller Brewing Co. had issued a NASCAR challenge to its rival days before. At stake would be the naming rights of the two companies' Major League Baseball parks for one weekend in 2008.
In the challenge, if Bud driver Dale Earnhardt Jr. finished ahead of Miller driver Kurt Busch in the point standings for the 2007 NASCAR Nextel Cup, then Miller would agree to change the name of Miller Park in Milwaukee to Busch Stadium for a weekend series between the Milwaukee Brewers and the St. Louis Cardinals. And if the Miller driver finished ahead the Bud driver, then Anheuser-Busch would have to agree to change the name of Busch Stadium in St. Louis to Miller Park for a weekend series.
Days went by, and Anheuser-Busch did not respond to Miller's challenge.
So, I called an Anheuser-Busch spokeswoman and posed a simple question: "Does your company have a response to Miller's NASCAR challenge?"
About an hour later, I received an e-mail from an Anheuser-Busch spokesman, who stated, "When it comes to these types of things, we like to let our driver do the talking." The spokesman attached the following statement, which he attributed to Earnhardt: "Racing is my job, not a bet. My only priority is to build on last season's success and win the Nextel Cup."
Fine. I thought that was the end of that. But I was wrong. A short time after posting the story in the BizTimes Daily bulletin, I received a frantic voice mail, followed quickly by an urgent e-mail from the Anheuser-Busch spokesman.
He chastised me for including his quote about the challenge in the bulletin. He said his quote was off the record.
I pointed out to him that as a public relations professional, he surely should know that nothing said to a journalist is "off the record" unless both the source and the journalist agree to such terms before the information is relayed. I told him, "I asked a simple question, and you gave me a simple answer, and I relayed it to our readers. Besides, it's not like I quoted you saying anything scandalous. I mean, what's the problem here?"
His response to my rebuttal? "That's not acceptable. Just so you know, we're making note of all this, and it's going in your file. I wouldn't expect any cooperation from Anheuser-Busch for any stories you do in the future."
The company has a "file" for me? Who knew? Beautiful. I'm banned in Bud land. Another public relations professional I know who previously worked for Anheuser-Busch confirmed that that's the way the company works. He said the company's PR staff is forbidden from returning calls to another publication that had written something unfavorable about the Bud years ago.
For the record, some of my best friends are in public relations. And I'll say a little prayer for them here. I hope they never end up working for such a paranoid company.
But wait, the story gets funnier. My original story got picked up on a Web site devoted to Dale Earnhardt dalejrpitstop.com, which then referred more than 1,100 readers back to the story at our Web site.
Thank you, Bud.
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5 comments about this article. Post a comment / write a review. |
Posted by hardgeminiguy on Feb. 22, 2007 at 5:21 p.m. (report)
unbelievable! having been in the media--owned/published a newspaper for 11 years--i find it hard to believe "budwiser" even responded much less make the company look SO bad! i, for one, will never drink a bud again--even if that is all that is served. miller beer all the way! thank-you for a great story.
| Rate this: |
Posted by DaleBrown on Feb. 22, 2007 at 2:43 p.m. (report)
Steve: Thanks for the Bud story and for the update on their paranoid reaction. Entertaining and informative. A writer cant do much better than that. Plus thanks for not grouping all PR folks into one assemblage. Truthfully I have worked for a handful of clients who have similar attitudes towards media that put them in a bad light. Those people are no longer clients. Keep up the good work. Dale
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Posted by SRB on Feb. 22, 2007 at 2:28 p.m. (report)
Steve- what a great example of how not to conduct yourself as a PR professional! As a PR person, I find this story both amusing and horrifying at the same time. Blacklisting journalists is the sign of an egomaniac corporation that believes its power to control actually extends beyonds its walls. Wow.
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Posted by grapejuice on Feb. 22, 2007 at 1:27 p.m. (report)
Love it, just love it. And I don't even drink beer. Most folks enjoy it when the big snooty get their comeuppance. Serves them right. Nice story.
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Posted by T15 on Feb. 22, 2007 at 9:41 a.m. (report)
Good Stuff
| Rate this: |
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