I smell something fishy

A few weeks ago, I got this:

Hi Kristin,

I came across your website, Motherhood Uncensored and wanted to contact you because I think you’d be an excellent candidate for an initiative that Pepperidge Farm Goldfish crackers created called [silly name]. The program is designed to give parents like you the chance to connect while providing your kids the tools to lead happier, healthier lives.

We are recruiting 10 insightful moms to become key influencers in this nationwide campaign. As a member of this network, you’ll have the chance to learn from child psychologist and [silly name] creator, Dr Karen Reivich, on how to spread the [silly name] message of optimism and positive thinking to other moms in your area.

The program will last 4 months in total and offers a monthly compensation of $500 along with an in-person training session in New York on March 6-8. Overall it is a great chance to educate other parents on helping kids move past obstacles and welcome life’s challenges with a smile.

We would love to set up a time to chat with you this week about this unique opportunity and also to learn more about yourself and your experiences as a mother.

If you are interested please send [email] your phone number along with 3 time slots that you are available to speak this week. We look forward to hearing from you and in the meantime I encourage you to check out [fishy site] and Mr. Youth to learn more about the initiative and our marketing agency, Mr. Youth, who is partnering with Pepperidge Farm on the campaign.

I was all like, cool! I like fish! I like money! I like NYC! This could rock!

So, feeling all special, I emailed back my time slots. I even checked my husband's schedule to see if he was off that weekend.

And then never heard.

Then I bought some Annie's Cheddar Bunnies (eat that GOLDFISH), and forgot all about it until I got to Mom 2.0. The conversations went something like this:

Blogger: Hey, did you guys get that Fish thing?

Another blogger: Yeah! I emailed back and they emailed me twice and then I never heard.

Another blogger: So did I. I gave them times and everything. And then nothing.

Another blogger: Me too.

Me: Anyone want to get a $15 martini?

So, we gathered that we weren't, in fact, excellent candidates and went on our merry way. Sort of disgruntled, sort of not.

Then Julie found a bunch of posts announcing some "symposium" in New York on the same weekend as their "training." These bloggers posted their button and copy (hello, FREE AD!) on their blogs and then I got to thinking.

Did they change the program? Did they just decide "eh, screw it" and drop it altogether?

So because I was driving home from Florida with screaming angry bitter children in the car and needed a distraction so I wouldn't completely lose my mind, I decided to tweet it.

And lo and behold, the truth comes out.

Blogger: They emailed and I talked to them on the phone. I even was getting childcare lined up. Then nothing.

Another blogger: They emailed me back and forth and then nothing.

Another blogger: I emailed back three times. No response.

Another blogger: I emailed and set up a time and then didn't have the call.

Me: I'll just twitter everything. YIPPEEEE!

To be fair, the PR Firm must have been sitting on Twitter refreshing the name of the initiative on a per minute basis, because then we got emails and direct messages - hell even phone calls - because some of us shared our phone number with them.

Sheesh.

Here's how it sounded:

CEO Person: We'd love for you to come out and see the powerful things we're doing - depending on where you live of course.

PR Contact: We'd love for you to be one of 1000 influencers and get FREE STUFF TO GIVEAWAY.

Here's what I got: We're sorry you didn't understand the interview process. [Huh? Did you see interview anywhere?] We'd love to chat with you tomorrow.

Needless to say, I won't be blogging about goldfish anytime soon. Of course, we're all flattered to be one of 200 random bloggers, oops I mean excellent candidates considered for this. But when you get an email like that, it sort of makes you think you're a little more than one out of 200.

So fine. Whatever. I'm over it. But here's my advice:

• Send an email to guage interest - "Hey cool blogger Kristen spelled correctly, Just wanted to tell you about what we're doing. We've got some paid opportunities, here's what it would involve, are you interested?"
• Be clear about the outreach - "We're emailing a large number of bloggers. You're not really that special." [Okay, not that, but still. Give an idea of who you are reaching out to]
• Tell bloggers when you will reply - "We're conducting initial interviews and we'll get back to schedule those in two weeks. If you don't hear from us, please email us again as you might have fallen into the cracks." 
• Email everyone that you initially emailed to tell them about what's going on - "Hey! We're actually just randomly picking bloggers and had no interest in you really. So sorry for that email, but we've got this symposium going on so maybe you want to put a button up and tell your readers for free???" [Alright, so maybe not, but at least keep them in the loop. It's obvious you've got a list of bloggers, how hard is it to send a follow-up email en masse?]

Honestly, I'm not hugely offended. But the offers to see "the powerful things we're doing" or to be "One of 1000 influencers" is a lame response to what basically was a very misleading email. I feel bad for folks who set aside time for a call and it never happened. Or worse, those who had started looking for childcare and then didn't get a response back.

It just makes me think that they believe our time isn't valuable. And these sorts of things just leave a really bad taste in my mouth.

[And also, I'm doing the 30 Day Shred this month and I've posted pictures in my bra. That alone should make you click, but if you want to get in shape, then hop over and check it out. You can join in the madness. I need to fit into a bridesmaid's gown people].

Comments

[private label seo]

That's one of their marketing strategies. I think the moment you open their email, they already earned something. That's marketing scheme indeed.

[jordan 14]

But perhaps the greatest good is the good that yourself get out of the attempt.

[CELINAGibson32]

I received my first loan when I was 32 and it helped my family very much. Nevertheless, I require the small business loan once more time.

[linxixi]

good study day day up

[magpie]

So glad I found this - I'd seen some chatter on twitter about fish - now I know why.

[Stacy Quarty]

Tastes like bad fish.

[Lee]

Thank you so much for sharing your 30 Day Shred. I am expecting our 2nd in June and have to fit in a strapless, fitted bridesmaids dress for my sisters wedding in October. (She is not a sadist, she just wears a B cup and has no children) You are always so honest and open and I for one really appreciate it. I'm taking notes... Good luck with the 'Shred'!

[Motherhood Uncensored]

I don't think it's backlash, Heather. I just think it's fair that people had differing experiences.

So someone had a great one. Other people got stood up and made time for the calls.

That sucks. And we're just saying so.

Moving along. If I could move. #shredkickedmyass

[Heather]

I'm not sure why there seems to also be additional backlash against commenters who don't see why this is a HUGE deal and not just really unfortunate.

I think the email reads differently posted here than if it arrived in your inbox. I guess I'm not sure why blogger outreach falls outside of the norm what some of us do in our offline businesses. I've had breakfast meetings or other 'sales calls' if you want to call them that that didn't close the sale. Yet I'm not out trashing business X or Y for wasting my time. It's part of doing business. Yes I paid a sitter, put off other work, etc.

[Jessica (from It's my life...)]

I was part of the original 200 who believed she was part of the 10 "special" bloggers.
I wasn't stood up for my interview, but I was the one who had to tell the interviewer that my kids were younger than those of their target mom. Whatever. But she didn't end the interview then, in fact I talked to her for well over a half hour, which led me to think I had a good chance.
To learn after all that that not only was I not selected (fine, whatever, I wasn't the target market), but that they reached out to people beyond the original 200... Dude. Do your research first and spare yourself a ton of time and hassle!
An online survey would have saved hours of everyone's time and made everyone feel heard. A better worded original email wouldn't have gotten so many people excited about the project. This isn't rocket science, seriously!

[Her Bad Mother]

Tiffany: it's great that you had a good experience. But just as it's important to not let the whole campaign get tarnished because of some botched outreach, it's also important that we not shut down discussion for fear upsetting companies and PR firms - it's this kind of discussion that facilitates transparency around blogger/PR/marketing relations, and that allows us to learn from each other about what works and what doesn't work.

Some bloggers were misled and had their time wasted. It is what it is and hopefully some lessons have been learned from it. And it serves all of us to be open in our discussions about that and to encourage PR companies - not just Mr. Youth - to learn from these mistakes. This isn't about Goldfish - it's about the power of the momosphere to provide support to each other and to learn from each other and to really be leaders in the new frontier of online marketing.

[Sarah, Goon Squad Sarah]

Publicity works both ways - I bought pretzels today instead.

*solidarity*

[Tiffany]

Hi, I commented earlier and saw that my name link didn't work... wanted to make sure you knew I was a real person... and not a "fishy" comment.

I am so sad to see people saying things like boycott... the message of this program is so important.

[Cheryl Phillips]

Hi
I'm just reading all of this and want to say that I was very, very fortunate to have had a really great experience with Mr. Youth. I was contacted 2 weeks ago and it wasn't a form letter--it was an email telling me that someone in the blogger community had recommended me for this initiative and did I have interest. I emailed back and received an immediate reply from the PR firm. I was told that I would have an interview two days later. That went off without a hitch and all of my questions were answered.
I was told I'd hear by the middle of the next week and I received a phone call as promised that Wednesday.
I emailed lots of questions to the firm and received timely answers.

I'm sorry that some people had a poor experience but this was a really positive experience for me.

*Editor: Awesome Cheryl. I really do think that it's a great opportunity! I just wish so many other moms weren't led on and their time wasn't wasted waiting for scheduled "interviews." I think we can all at least agree that our time is valuable*

[Susan Getgood]

I think it is great that the Fishful outreach went well for some women, including those who were selected and some who were not. The fact remains, though, that it was not handled well across the board. Scheduled calls were missed, emails left unanswered.

We will *never* really know the reasons why. And that's fine. That's Mr. Youth's business, to fix or not as they see fit.

We can however learn from the example to avoid the same mistakes. Learn from history or be condemned to repeat it.

[Tiffany]

Hi!

I am one of the ten Fishful Thinking moms.

Just wanted to let you know that I am a real mom, blogger and summer camp owner in Los Angeles.

The initial proposal made in the email is absolutely legit and the PR firm has been professional wonderful to work with.

[Sarah]

I think it is really interesting that the fishy people are visiting every blog of people who have commented on this post. They've been to mine and I see from a few others they've been to others too. Think they're trying to cover their tracks?

[Motherhood Uncensored]

That's great ladies. Unfortunately, based on several experiences, they scheduled interviews and stood people up, after courting them.

Seems like inconsistent practices to me. And not the wisest approach given who they were working with.

[Susan G.]

I worked with the M. Youth folks last year on a March of Dimes program. They went above and beyond to make the program easy for me and were overly attentive and responsive. I declined the interview due to my schedule but they were clear in their intentions from the beginning.

Seems like much ado about nothing

[Robin LI]

I heard from the PR agency on this in Jan. and although I was not selected they were extremely professional and valued my time accordngly. Seems like a great idea.

[Katie]

Your post just made me crave Goldfish so bad Ihad to get the bag out of the pantry and am now having a fish binge.

[MommyNamedApril]

goldfish suck. we buy imitation ones (chickies!) from target and they're much tastier. and cheaper!

p.s. good luck with the shred! i've heard great things about it :-)

[Naomi]

This is exactly the same feeling I had about being asked to prom... you wish someone would ask even though you talk about how stupid it is all the time. Even in the mom blogosphere I'm skulking around on the outskirts, bitching about the popular crowd.

[Dawn]

The 30 day shred workout is quite good. I have been using the DVD for a while in an attempt to get back into pre pregnancy weight. I have been using the DVD since January. It is a quick workout I can do while the baby naps so I like it. I haven't seen dramatic results or anything, but I am definitely seeing a difference. Good Luck!

[Trenches of Mommyhood]

Oy. I was actually 1 of the 10 "chosen" (for what THAT seems to be worth, after reading about all the controversy) and am heading to NY (on their dime) on Friday.

And not being so PR savvy, yes, I did indeed find it fishy (heh) that the e-mail intoned that I had already been PICKED, when in fact, I had not.

So I spoke with the rep at the end of January, and didn't give it much further thought, until I was contacted again and told that I would be one of the 10 Faculty Members. And I was psyched!

But now? Now I don't know WHAT to think!

(I'm posting this same comment over at Julie's too.)

[anymommy]

I got the email. Set up an interview and had a long 'interview' with the PR rep on the phone. I thought it went well. I was excited. Thought everything was legit. Then, big, fat NOTHING. Not even, 'hi Stacey, we didn't pick you as one of the ten moms, but thanks for your interest.

I cleared my schedule and even paid a sitter for the phone call. I took them seriously, but I guess my time is trivial and able to be blown off.

I'm not that offended either, but I won't be in a rush to show my interest in the future.

[katelin]

it's pitches and campaigns like that that make me just shake my head. and your advice is definitely spot on as to what all PR people should be doing, i completely agree.

[Amanda]

I wasn't even special enough to get the e-mail, but I'd feel the same way - whatever. Besides I've seen time and time again that goldfish are one of the worst snacks to give your kids. Give the kids a candy bar and call it a day LOL.

[tuesday]

I am in the same boat. Got teh email, clear schedule, set up the call, first thing PR person says: "I am running late and this will have to be brief".

Should have known by that to run screaming from PR person. I was contacted by PR firm yesterday and I wrote the CEO an email.
No, I have not heard back.

[Mom101]

Oy.

I need a Motrin.

[PunditMom]

Sadly, I'm not sure these marketers will EVER get it. For some reason women = not so bright to them. Or, I should say mothers = not so bright to them. Hey! They're at home with the kids! I bet they'd LOVE from free (insert snack food here) and we'll make a fortune on their backs! (High fives around conference table of geeky white guys).

When did they forget we've got college degrees and advanced degrees and years of professional work experience we didn't just forget when the babies popped out our were adopted?

I really, REALLY don't get that they don't get it. As I said to someone else today, that's OK -- when we achieve world domination, then they'll be sorry!

[Sarah @ BecomingSarah.com]

The more I pop around on the blogosphere this morning, the more I see about this fish and the more the big picture is coming together. I just commented on Julie's blog saying "I don't get it, but I hope they're sorting themselves out."

I'm beginning to wish I could have put "what total losers, I hope they're having trouble getting their thumbs out of their asses."

[Heatehr]

Well given that they have this site up [sorry not linking to it] it sounds like they are launching a nationwide program and wanted to find the 10 bloggers who would lead the four month program after the symposium. They used the words candidate and recruiting. New York and not NYC. No use playing devil's advocate I guess. So PF is no Butterball. Most horrible PR on the face of the earth? Not exactly.

Editor comment: Agree that's it not completely bad, but do feel as though the email was misleading. Just say "we're hiring 10 bloggers" -- this way, folks who don't want to be hired can pass quickly and not waste time trying to set aside time for a conference call.

[jaelithe]

When, oh WHEN, will these companies learn that women are not stupid?

Women in general are not stupid.

Women who create their own websites, form and maintain intricate online networks, and gain huge audiences through the quality of their writing are PARTICULARLY NOT STUPID.

As I said on Twitter, Annie's bunny crackers are better anyway. They taste better and the ingredients are healthier, Plus, Annie's actually donates some of their profits to charity. They support community gardens, and educational programs for kids.

Hey, Annie's Homegrown-- have you ever considered a social media campaign? Because you might find some willing participants this week . . .

[mothergoosemouse]

Also, the subject line of the email we received was: Join us in Fishful Thinking

Sounds like an invitation to me.

[Angella]

I saw all of the Twittering about this yesterday and had no idea what was going on. Thanks for filling the rest of us in.

You have to wonder were some PR people learn their "skills".

[LL]

That's a shame - I recognized Dr. Karen Reivich's name, because I own one of her books (The Optimistic Child) and think it's really good. Too bad she has to be associated with this PR mess. I never really liked goldfish anyway...

[Sarah]

Okay, so this totally explains what was happening on twitter yesterday. I'm thinking sympathy boycott for everybody.

[Christina]

Reading that e-mail, it in no way sounds like they're reaching out to conduct job interviews to narrow down 200 to 10. Instead, it sounds like you've already been chosen to participate, and the call is just to chat more about your interests and arrange possible travel plans.

Hearing now that it was an interview pitch, the e-mail comes off as deceptive at worst, poorly written and misleading at best.

I'm sure this will be a learning opportunity for them. Or at least I hope it will be.

[fiona]

Don't mess with a busy blogger!

[Nancy M.]

Not cool, PF.

From the PR perspective, I could see how this might've happened - they didn't leave themselves with enough time to make outreach, so they went out to way more people than they could accommodate in hopes of reaching their target number; the budget got slashed after the initial outreach was made, etc... however a little more transparency and investment in the community would go a long way to restoring the brand reputation when something falls through like this.

[mamatulip]

I got the same email and because I am so skeptical of everything, I deleted it. I'm glad I did.

[Her Bad Mother]

You know my take. I'm glad that they responded to our noise - but then again, it took *noise* to get any response. That, and I still haven't heard a good explanation for why their initial outreach was so misleading. I'm still not certain that they're sorry for messing with bloggers' heads - or just that there's been bad fallout from this.

I'm expecting to hear from the CEO of Mr Youth today - I'm going to reserve the rest of my judgment until I hear what he has to say.

[fidget]

well someone's PR career just died.

I'd join you in the shred but it seems my HERNIA is back. I'm hoping to receive my AARP membership card soon.

[Jill]

Being in PR myself, I can bet that a low level person wrote and sent the email, then was moved on to a new project while the higher ups tweaked the program. But those are some serious loops left unclosed and you kinda don't want to mess with insightful mom bloggers because that'll come back and bite you in the butt.

[anita ovolina]

Screaming kids from Florida - my kids are still asking about the little baby (so cute). Love the web-site and shred project (he he he) goldfish they are over-rated!

[Amy Tucker]

Holy crap! That's a lot of brouhaha over some little "make your mouth as dry as the Sahara" cheese crackers.

I understand hedging your bets by sending out a ton of emails, but I agree with you that they should have made it known that so many emails were being sent out. Kind of a "don't piss on my leg and tell me it's raining" kind of thing.

[The Other Sister-in-Law]

Ugh. Marketing. Why can't they ever just tell the truth?

[Sheri]

Never.eating.Goldfish.crackers.again......No one really reads my blog so I don't have this problem, but if I had went so far as to find childcare and then those people didn't do what they said they would, I would have been pissed.