Everyday PR

UPDATE:  Wikileaks posts huge encrypted file on the Web.  Read the latest.

I rarely make judgment calls about public relations officials especially when they’re just trying to the best job they can with the information given to them.  But last week’s comments by Pentagon spokesman Geoff Morrell put me over the edge.  In regard to the Wikileaks situation, the Pentagon ”demanded that Wikileaks return the documents. We want whatever they have returned to us and we want whatever copies they have expunged. We demand that they do the right thing. If doing the right thing is not good enough for them, then we will figure out what alternatives we have to compel them to do the right thing.”  Stop it!  I’m so embarrassed for you, and here’s why:

*  I’m no technical giant but how can documents be “returned” as who knows who’s already downloaded the info, made copies, sent to others, what servers the info is on or en route, etc.  It’s like trying to get pee out of a pool.

*  Demanding someone in another country to do something is almost laughable as Australians aren’t bound by American laws.

*  Demanding that someone do the right thing is in the eye of the doer.

*  Admitting that you basically have no strategy beyond your demand sounds like you’re unprepared, unsure and unclear about what authority, legal or otherwise, that you have. 

While legal recourse remains questionable,a change of tone and content in messages from the Pentagon should be considered.  Think communication, resolution, negotiation, prevention and being proactive instead of reactive.  And if you going to use the “demand” word, use the “please” word with it.  A single virtual Cup of Joe to Geoff Morrell and the Pentagon for using a school yard tactic to get something you don’t have.

The virtual Cup of Joe Award from EveryDayPR spotlights our pick of the week for a public relations performance –  good, bad or ugly.  If you’d like to make a nomination, contact shart@hartpr.com or www.Twitter.com/susanhartpr.