When PR professionals forget what they know

Dignity and grace — two words no one can use to describe CBS’s reaction to ABC’s decision to air a new show, “Glass House,” which CBS claims is a “Big Brother” rip-off. ABC was given the go-ahead to air the show after a judge dismissed CBS’ lawsuit to stop the show from airing.

“Glass House” premiered on Monday night to low Nielsen Ratings — beat out by CBS reruns; yet, that wasn’t enough for CBS.

On Wednesday, CBS put out a “satirical” press release but pulled very real punches, including claims that the network would start a new series “Dancing On The Stars,” which, according to the release is “an exciting and completely original reality program that owes its concept and execution to nobody at all.” (See the snarky press release in its entirety.)

Regardless of how cheeky CBS thinks it’s being, the studio’s PR team should know better. Sure CBS probably thought taking a couple swipes at ABC couldn’t hurt the broadcast giant — instead it makes CBS looks like sore losers.

In PR, cooler heads prevail — think first, then do. A humble statement from CBS expressing disappointment in the judge’s decision or ABC’s lack of creativity would have gotten as much coverage as the satirical release, but for the right reasons. Instead, today we’re talking about how immature and unprofessional CBS’s actions are. And, no, not all press is good press; especially when you look like a pouty toddler.