Is your public relations rich, vibrant, fulfilling?
Don’t you just love the serendipity of social media? That’s what led me to consider what defines “real” public relations today.
I was browsing for ideas about PR internships when I discovered a brilliant little post called Marketing vs. Real Marketing.
Published on June 8, 2009, this anonymous post was only 92 words but it contained Zen-like insight on plain-vanilla marketing vs. “real” marketing and what it takes to be brilliant instead of bland.
The context for that post was internships. It compared a beautifully organized resume with a great reputation. It contrasted an Ivy League diploma with four faculty members calling corporations on your behalf. A world-class elevator pitch vs. a world-class product or a cool logo compared to a product people can’t stop talking about. How about amazing interview skills vs. amazing job skills?
In the world of internships, this was the essence of real marketing!
It inspired me to reflect on the essence of PR vs. real PR in similar fashion:
- Sending out a news release vs. telling a life-changing story.
- Spraying and praying vs. providing valuable resources to media.
- Media relations vs. media relationships.
- Shouting via your social media channels vs. listening, acknowledging and engaging.
- Asking questions vs. providing answers.
- Speaking to stakeholders vs. creating a community.
- Buying influence vs. earning it.
- Spending money on a problem vs. solving it.
- Making a donation vs. making a difference.
- Talking about vs. doing something about.
- An image or a brand vs. a reputation.
We all have just so much time and only limited resources. Real public relations is rich, vibrant, challenging and inspiring. Are you just practicing public relations or are you doing real public relations and making a difference? In my view that’s what makes a real PR professional.
Have you any favorite real PR practices you’d like to share? We’d love to hear them in the comments below. Really!
Photo Credit: Maistora via Flickr
Author: Jeff Domansky is Editor, The PR Coach
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{ 6 comments… read them below or add one }
TCA, I like your points about the importance of transparency and credibility. Unfortunately there are two factors that make it difficult to do “real” PR. The first is technology and social media which allow anyone, anytime, trained, experienced or not to access channels and push out their own “PR.” DIY rarely means real news, higher quality stories or best PR practices. The 2nd factor is a lack of clear definition of what PR is let alone good PR. So, you get channels filled with more marketing, less or no real news, lack of understanding of what media need or simply too much crap without a filter to the end user whether media, the consumer or other stakeholders. The big challenge today is not just to do good work but to break through the clutter and noise.
I accept your point that some environments (public affairs, corp comms) require more “safe” zones but my point was you can still do real PR by putting in more effort, more strategy and more energy into your PR. As an example, don’t throw $50 K into a donation and walk away. Have a strategy, be determined and put the money where it can really make a difference. That’s not risky. It’s smart!
Another example. Speaking at stakeholders instead of creating a community with engagement. It’s easy (and lazy) to just pump out messages. It’s way more effective to engage for longer term ROI. I don’t believe safe is sustainable strategy. Smart is always better. It takes more talent and usually more work. That’s why smart PR pros vs bench warmers will always be in demand. If you follow best PR practices, you will stand out from the crowd every time.
Always enjoy comments and ideas. Thanks for sharing yours.
I think the transparency factor coupled with the credibility factor is what is fueling Public Relations today, thus everyone wants to be safe. I think it depends on what sector in which you are engaging. Different sectors require a different skill set. You can be nothing other than “safe” in Public Affairs and Corporate Communications. I think in Leisure and Lifestyle, Entertainment and similar sectors you have the autonomy to be more flexible.
The problem in which I am noticing more and more is the fact that everyone wants to place Public Relations and Publicist in their job title but have no clue of best practices and the associated skills. These people have cheapened Public Relations
Hi Shidab. I hear you. It would be unrealistic to expect all organizations to embrace “real” PR. One way to gain that experience if your hands are tied is to volunteer with a few worthy orgs where they welcome fresh thinking. Many clients just want the basics too but I view it as my personal challenge to convert them with results. I appreciate your comment. Don’t get discouraged. Keep aspiring!
Anna, thanks for your comment. Media relationships need nurturing but they pay back hugely in the long term. I guess it’s what you do with the opportunities you create that separate real PR from just going through the motions. Regards.
I’m just a few years into my career, and have found that most employers want me to simply do PR, not “real” PR. I feel like I’m in marketing (not “real” marketing)! It’s about quick turnaround with very little time to build the necessary relationships. I’d like to gain that “real” experience, but I’m not given the opportunity. Seems like the only way to get to the “real” stuff is to be self-employed.
This is an excellent post. You’re exactly right: anyone can write a press release and send it out blindly. It takes extra effort and a special kind of person to be able to reach out to people and help make the news. Journalists are people, not just email addresses!