Here is a case in which a PR practitioner and/or marketer should have checked first before flaunting an “award.”  The person who gave the so-called award is citing the company for “The most dumb-ass drug promotion of 2012.”  It seems there was no real judging behind the original award, and there was no intent that it be used by marketers to flaunt product.  The drug company did it anyway.  That is a sure way to upset a member of the media.   The pharmaceutical firm made a pardonable mistake.  It is natural to use a good-news clip to promote oneself and who would have thought that the reporter would object.  It is one more lesson in the vagaries of PR.

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