Daily Archives: January 28, 2010

Stink Test

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Two things about this story.

First, it illustrates how tone deaf folks can be.  Jeremy Porter seems like a sensible, ambitious guy.  His vision is interesting:  He wants to build an environmentally-friendly motorsports park in undeveloped Dawson County.  He wants customers when it opens this fall.

But he and his PR folks came up with an odd promotion:  Free half day passes for violators of Georgia’s new superspeeder law.  It was offensive to law-abiding motorists yet  Porter had trouble understanding that.  By the end of our conversation, I’m still not sure he understood it.

Second:  The story construction reflects the fact that this was a deadline-crunching, last-minute production.  Photographer Bill Jones and I returned from Dawson County in rush hour.  Jones had about twenty-five minutes to edit it.  The story consisted of three short voice tracks, a standup and a series of soundbites.

Porter told me that he and his publicist came up with the idea because they were “overdue” to issue a new press release.  Sometimes, the best publicity is no publicity.