Ever since the famous “latest iPhone prototype left in bar” routine some years back, companies have been falling over themselves to make “mistakes” they can then exploit for PR purposes. This nonsense is particularly prevalent in the photographic equipment world. It seems these days that the major manufacturers don’t introduce any new equipment without first “leaking” something about it.
Now, the word “leak” implies a certain degree of skulduggery. Someone has obtained information that perhaps they shouldn’t have, and now they’ve decided to spill the beans to a world eager to grab some “inside” info. Or maybe an employee has been fired and has decided to get even with the company by alerting the press, and, by extension, the competitors, about some proprietary software or hardware.
What the word “leak” does not imply, is information generated in the PR department. Things are NOT “leaked” from PR offices, they are “released”, as in “Press Release”.
Of course, information sent out in a common-or-garden press release isn’t nearly as exciting as information that’s “leaked” , with it’s overtones of cloak and dagger industrial espionage. But, camera and lens manufacturers take note, we are not as stupid as you think. Frankly, though, I’m amazed firms still trot out this tired old chestnut. Not so long ago Canon and Nikon were producing more leaks than Julian Assange on steroids in an effort to whip up publicity for their soon-to-be-released gear.
And just when I thought “leaked information” had had its day in the sun, along comes this; Canon’s latest press release…er…sorry, “leak”, via a Facebook post from the good folks at PetaPixel (who are always very quick to spread any “leaked information”:
If this information was genuinely “leaked” you’d expect heads to roll. But you can bet your last roll of Kodachrome no action will be taken against anyone at the company for “leaking” this info. Unless it’s to give the “leaker” in PR a raise.