Part of my job is to review software and hardware, and the software I review falls into two categories: FOSS and proprietary software. Reviewing FOSS projects is usually a joy because there are not artificial hurdles between me and the review: Identify an interesting project, download the software, read the README and any other relevant docs, install and use the software, write it up, rinse, repeat.
Proprietary software is usually a huge PITA, though, because I usually have to contend with several hurdles before I can get to the “install and use” phase that I enjoy. Specifically, I usually have to:
- Find the PR contact, and email or call.
- Prod said PR contact when I haven’t received a response after 48 or 72 hours
- Fend off attempts to set up a bogus briefing to receive access to software.
- Wait for download/boxed product
- Get annoyed because I’ve been given a time-limited or feature limited version of the software (time-limited software invariably expires the day your editor has a final question about the review…) and try to explain to the PR person / contact why that’s a problem.
- Get annoyed because I’ve been given the wrong product key, or one that doesn’t work, or one out of two, or … whatever. Product keys suck, period.
- Alternatively, get shunted off to the public demo page, where you’re supposed to sacrifice your contact info to get the demo download — which ensures you will never get off their sales lists and will be relegated to the demo version.
- After getting the software, respond to regular “when’s the review going to appear” emails.
The last one is an inevitable function of the PR person doing their job (except when the request for software was prefaced with “we might be interested in looking at this” or in the rare case when software has been sent my way unsolicited… if I didn’t ask for it, don’t pester me with follow ups…) but the others? Usually unnecessary hurdles that make reviewing the software a PITA for reviewers.
So, I agree heartily with David Pogue’s “A Downside of Being a Tech Writer”:
Honestly, what IS it with PR people wanting to set up phone calls with executives? Now and then, I’ll agree to it, and usually, the executive is just as bored as I am.
Both of us are fully aware that I’m writing a *review*. I really don’t care about the company’s long-term goals, its strategic Asian rollout, how it sees the industry sector, etc. My job is to test and assess the company’s product, and none of that is going to affect the review or make it into the column. (This is not the same as getting questions about the product answered, by the way, which is usually handled with calls to the engineers or product managers.)
Everyone involved is perfectly aware that it’s just a way to spin the reviewer positively. If this were a profile of the company, that’s one thing. But in a product review, it’s generally just a waste of time all around.
Please, PR folks, stop wasting time sending out briefing requests to product reviewers. Also, do some basic list maintenance before sending out the road show emails: I live in Denver, I don’t give a damn that your CTO will be setting up interviews in New York, San Francisco, or Seattle, okay?
