Synopsis: A brief Q-and-A style interview with Michael J. Critelli, 59, executive chairman of the mailing company Pitney Bowes concerning the environmental impact of unsolicited mail.
As a high-ranking executive for a mail company, I don't know if Mr. Critelli is the most reliable source for environmental statistics. Sure, he has the mail part down. He knows how much mail is sent out and what the logistics are for unsolicited mail, but he cannot really be trusted to tell the unskewed truth about its environmental impact. It is his job. Why would he tell a national newspaper that his company is having a negative effect on the environment? Especially with the "going green" mania of the US right now, any whisper of environmental irresponsibility could seriously damage a company. So, I don't know why the New York Times chose Mr. Critelli to interview about the environment. I do understand that he knows a lot about the postal system, but they should have coupled this interview with another one from an environmental agency or some other source with environmental clout. Overall, it was one-sided. Mr. Critelli spoke of statistics, but I couldn't really buy anything he was saying. Why would he know those numbers anyways? It all just seemed a little biased and unsupported.
Links:
Article
Direct Marketing Association - Issue: Do Not Mail
Pitney Bowes
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3 comments:
This particular piece probably warranted a traditional story framework as opposed to the question and answer format. A side-by-side Q & A representing the opposition might have alieveated the need for this as you aptly point out. To be honest, I think question and answer stories are the easy way out. The mailing issue is obviously a point of contention. Why would you provide your newspaper as a mouthpiece for a select point of view?
I have a great deal of detailed knowledge of the environmental impact of mail, because we have compiled a considerable amount of the research on this subject. Check our website at www.pb.com\mailimpact. I have also worked closely with major industry experts like David Refkin at Time, Inc. and other experts, and reviewed an in-depth study done by the Heinz Foundation If you want to engage me in an in-depth dialogue on the environmental or other issues relative to direct mail, come to my blog and offer a comment at www.mikecritelli.com.
Now you have the source of the story commenting on your blog. How will you follow up?
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