I started reading Putting the Public Back in Public Relations, the new book by Brian Solis and Deirdre Breckinridge. I’m not too far into it yet, but they pose a good question early on: What’s wrong with PR? Of course, when you ask what’s wrong, it makes sense that you then offer solutions. While the book suggests several options — some from the agency perspective, some from the corporate side — I started thinking about what I perceive as being wrong with our industry.
1. PR pros spend too much time telling people what we’re not, instead of focusing on what we are. I don’t know how many times I’ve heard PR pros tell people that we are not advertising, marketing, or that PR is more than publicity. Rather than take that approach, why don’t we spend more time educating companies and individuals about what PR is and how we can help businesses succeed. This is absolutely critical for getting a seat at the proverbial table. Defining our role in an organization requires us to look at our profession creatively. When someone asks what we do, don’t respond with a long list of generalizations or tactics. We strive to ensure our audiences know our messaging so why don’t we all spend a little time thinking about our own elevator speech. And make it good. Then you are prepared when someone asks “what is PR?”.
2. PR pros have limited business knowledge. Business owners, no matter what size, want to see financial return on their PR investment. I’ve been in meetings over the years where PR professionals tell CEOs that it’s difficult to measure PR’s success outside of number of media clips. That’s not true, and it’s not what CEOs want to hear. Despite our protests, PR must have an impact on sales for business owners and management to see a value in what we do, especially if we don’t do a good job with our explanations in point #1 above. In my career, I have seen very few PR pros who have solid business knowledge. PR represents the entire business, and that means we need to understand it inside and out. We need to know the competition. We need to be well-versed on the business plan and how our communication efforts translate into that comprehensive plan. This also means we must focus more attention on research and evaluation. Take the time to learn. Ask questions of everyone. It makes our jobs easier, I promise.
2. PR pros focus on tactics rather than strategy. Too many PR pros start the conversation with potential clients or management teams with a laundry list of tactics that need to be done. That’s the wrong approach. We must understand the business objectives for why something is being done, and that means we have to build the right strategy to make our chosen tactics work. The laundry list is dependent on the strategies. If every single tactic doesn’t translate to a strategy, then we need to go back to the drawing board. This also goes along with point #2 above — understanding the business means we are able to drive strategy on the PR/communication side. Conducting the necessary research beforehand and then following everything we do with evaluation to determine our success is extremely important.
I’m pretty sure we can all agree that PR is not just the art of schmoozing, but that may be how a number of outsiders perceive us. It’s time to change that perception.
What do you think? I would love to hear your thoughts.