happens.
the end it always happens. Even with the best customers.
What happens is that something happens that the company is perceived internally as an important fact, significant. Something for the marketer whose company (or his) goes into fibrillation and are convinced that this act constitutes a "contained" absolutely relevant to the outside world, which is absolutely necessary to move outside the company.
It operates essentially a translation of the news value from internal to external, and create around it a (dangerous) expectations in terms of media attention and coverage of their results.
This expectation is also reflected in a PR agency effort required to produce those results was not really expected.
are obvious disadvantages of this kind of situation:
- i consulenti di comunicazione (o chi per essi) investono tempo, energie e risorse verso un obbiettivo scorretto
- si crea un inutile e in realtà ingiustificato senso di frustrazione per i risultati ottenuti (che non possono che essere scarsi)
- si sottopongono i giornalisti coinvolti ad un inutile ed esasperante lavoro di sollecitazione per ottenere il famigerato “articolo”, ingenerando quindi fastidio e antipatia verso l’azienda e verso l’agenzia, mettendo inutilmente a rischio la qualità dei rapporti con i giornalisti stessi. 
- si perdono di vista altri stakeholders (diversi dai media, ad esempio dipendenti o fornitori), on which would be helpful to focus instead.
I realize that those who live intensely in corporate life can easily fall into this kind of misunderstanding, and it is important that the consultant has the courage to explain what is happening now: it is a service that makes the customer and if ' same, even if it is not always easy to do 'nice' dampen "the enthusiasm.
