DREADFUL MISS MEGAMOUTH
USING THE press office wi-fi at an international trade show, and chatting with a friend who edits a leading engineering magazine, calm was disrupted as he tried to hide face behind hands and bemoaned: "Oh no, here comes that dreadful Miss Megamouth.” “Megamouth?” "That awful Melanie from that equally awful public relations shower with the gimmicky name that keeps getting longer.”
I did not know Melanie but I was about to see her in action as she swarmed over my defenceless pal and loudly gushed adjectives at him, eulogising about her client's wondrous new widget, which both of us presumed would be the old one re-boxed.
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 I was representing an exhibitor, 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 by the latter.
TO LITTLE AVAIL
Down the years, countless books have been published giving advice to so-called public relations professionals on how to work successfully with the media. All to surprisingly little avail. So-called PR professionals, because it is more occupational than professional.
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 such bodies as the Institute of Public Relations and Public Relations Consultants' Association, it has been inordinately difficult to enforce a regulatory framework or sufficiently meaningful educational standards.
However, while 'spin' is the aspiration of many, successful PR can be hugely important. It builds reputations, improves understanding and can influence decisions far more effectively than advertising. The harnessing of the countless opportunities provided by the editorial media in its many forms can be the most effective and efficient means of communicating with – and influencing – target audiences.
RELATIONSHIPS
To succeed, it is necessary to build genuine relationships with the 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.
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. Remember, saying so won’t make it so.
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 clients' needs, their culture, aims and objectives. It demands understanding of how relevant marketplaces work. It requires innovative thinking, consistent strength of purpose and ethical principles. Then, PR has the potential to become a profession: some day.
Return to MARKETING INSIGHT BLOGS or go to CONTACT DETAILS
