Technology Marketing by Tatum MarketingJust another WordPress weblog

The Washington Post made national news last night, and sadly, this time it wasn’t because of their outstanding journalism. Their integrity was called into question because of a marketing flyer distributed last week.

Publisher and CEO Katharine Weymouth addressed the issue directly through a “Letter to Our Readers” published on Sunday July 5th. In it, Weymouth apologized for the new venture which she said went off track, and she apologized for any cause they may have given their readers to doubt the Post’s independence and integrity.

Weymouth went on to say the flier was not approved by her or her newsroom editors, and it did not accurately reflect what they had in mind. The suggestion that the Post would hold and participate in an off-the-record dinner with journalists and power brokers paid for by a sponsor, she says, was wrong.

I don’t doubt that, but I couldn’t help but feel her explanation (e.g. the flier wasn’t approved) was somewhat of a cop out. Sure, marketing has always been perceived as living in an ivory tower, but here’s a case where a fellow writer may have hurt the integrity of the paper.

Is it possible that writers on the marketing side of the house don’t fully understand and appreciate the importance of maintaining journalistic integrity? Maybe, but I believe we all have a responsibility to bear when it comes to accurately representing our companies.

So what really went wrong, and what can we marketers learn from their mistake?

Whatever their reasons, it appears the Post lost sight of the core values that made them what they are today. Moreover, the marketers at the Post forgot the power they wield when they serve as the “public voice.”

The truth is, one marketing mistake that undermines our company’s credibility can be catastrophic. I suspect Weymouth understands this, which is why she swiftly nipped the issue in the bud with her open letter. Will it be enough? Only time will tell, but my guess is they will recover from this incident because their long-standing history of integrity far outweighs this one incident.

So what about us B2B marketers who don’t work for powerhouses? We must be far more careful in our messaging.

To serve our companies well, we must first understand the core values that distinguish us from the competition. Second, we must never waver or allow our marketing enthusiasm to erode the principles that made us great. Third, if we’re living in an ivory tower, it’s time we get out and start engaging with the people who create the wonderful products we market.

Yes, we all have a responsibility to bear when it comes to accurately representing our companies. I propose marketing be the catalyst for change.

Sue Anderson
Marketing Lure, Inc.