“When you include their name in the search, it draws attention to it and lets the reporter know that you mean business and you’re going to hold them responsible,” McCarthy told me over the phone. For another seafaring client, the National Fisheries Institute, he bought Google ads against the names of three Vogue reporters — and their editor, Anna Wintour — who wrote about high levels of mercury in fish.Holy crap, if they distrust me enough, they'll buy ads on the Internet saying I'm a sniveling, lying, unreliable blogger.
...Targeting reporters where they hang out online is McCarthy’s grating specialty. He went after ABC News, on behalf of the Formaldehyde Council, with ads ... on Mediabistro’s TVNewser. “It was virtually a guarantee that they and all their competitors were going to see it,” McCarthy told me with more than a little relish.
Well, like they say in Hollywood, there is no such thing as bad publicity. Can I parlay this into something bigger? Koch Industries, Koch Industries, Koch Industries, Koch Industries....
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