NO LOATHING LOST
SITTING in the press office at an international boat show, chatting with a friend who edits a leading trade magazine, calm was disrupted as he tried to hide face behind hands and bemoaned: "Oh no, here comes that dreadful tense whore." "Tense whore," I puzzled? "That awful Hortensia from that equally awful public relations shower on the south coast."
I did not know Hortensia but I was about to see her in action as she swarmed over my defenceless pal and gushed adjectives at him, eulogising about her client's wondrous new widget, which both of us knew was the old one reboxed.
Shiny sales leaflets were thrust at him, along with a hastily personalised invitation to an afternoon press conference and champagne bash to relaunch the not-so-new product.
She asked me who I was. When I told her, she spun on her heels and flew off in search of the next hapless victim. I was reminded yet again of the chasm between journalists and many PR practitioners: so often, there is no loathing lost on the part of the former, and scant understanding shown in the case of the latter.
PRE-OCCUPIED DRIVEL
Down the years, countless books have been published giving advice to so-called PR professionals on how to work successfully with the media. All to surprisingly little avail. 'So-called PR professionals' because it is not a profession – it is an occupation. A pre-occupation with client-driven drivel, many might argue.
It is not difficult to claim to be a PR person. There are no barriers to entrance. PR skills are not exclusive. The knowledge base is defined loosely, without a standard model. In spite of the efforts of the Institute of Public Relations for nearly 70 years and newer bodies such as the Public Relations Consultants' Association, it has been inordinately difficult to enforce a regulatory framework or sufficiently high educational standards.
Nonetheless, while 'spin' is the aspiration of many, successful PR builds reputations, improves understanding and can influence decisions far more effectively than advertising. The harnessing of opportunities provided by the press, radio, television and digital media can be the most effective and cost-efficient means of communicating with and influencing target audiences.
To succeed, it is necessary to build working relationships with the editorial media. Taking time to understand what and how journalists write, then offering PR as a resource rather than a deflection or hindrance are ways in which trusting partnerships can evolve, with substantial payback.
NO BUSINESS IS PERFECT
Tell it as it is, not as you might like it to be. After all, no business is perfect. If it is a case of needing to return to the drawing board to improve the company, product or service, tell them how you are making it better. Keep it simple: avoid jargon and insider terminology. Look for and spell out the drama, allowing any genuine excitement to shine through. Shorten it and get to the point, quickly.
By all means put on your best face, but remember that saying so won't make it so. Be a good listener, too.
Top-of-the-league public relations operators know precisely how to enlist the support of editors, producers and compilers; they know how to provide them with the material they require in the formats they demand; they match or surpass the abilities of those with whom they are dealing.
Quality PR practice also calls for in-depth knowledge of – and sympathy with – clients' needs, their culture, aims and objectives. It demands understanding of how relevant marketplaces work. It requires innovative thinking and consistent strength of purpose.
Furthermore, in an industry that does not employ comprehensive standards, adopting strong ethical principles is vital. Then, PR has the potential to become a profession. Some day, perhaps.
