Occasionally I read about some “expert” forecasting the death of PR.
Yes…PR is changing. And we have to change with it. But, really, the way I think about our profession is that it’s the rebirth of PR! We have a golden opportunity. We have the opportunity to dispel the old myths, and the old ways of practicing PR. We have the opportunity to ease the release-mills and the “shills” out of our industry, once and for all.
The way we can do this is simple: Practice public relations the way it’s supposed to be practiced. With honesty. Ethics. Candor to our clients – and our potential clients – about what works and what doesn’t. And about whether we actually have only a snowball’s chance in hell to really generate positive buzz about their products or services.
We have a chance, also, to dispel old myths...I still occasionally meet people who think that my job entails attending a lot of cocktail parties on fancy yachts.
We have a chance to take our profession to new levels...by developing mutually-beneficial relationships with journalists. By being honest, and telling clients what they sometimes don’t want to hear about their proposed moves, if we don’t believe those moves can really help people improve their professional or personal lives. We have a chance to talk about the benefits of our client’s products or services, rather than just the features.
We have the opportunity to learn more about the art of effective communication than ever before. To learn more than ever before about “win/win” situations, with our clients, the media, and our own and our clients’ stakeholders. To learn from online forums and webinars and experts, and in-person meetings. And to learn more about the craft of effective writing, which, I believe, is still one of the core competencies required of a PR practitioner.
For those of us who are honest, who are persistent, who are good writers and good relationship-builders, who are open to new forms of communication, and who are dedicated to constantly improving at their craft – this can be a great time to be in Public Relations!