This isn’t a rant. It’s an observation.
The worst thing about public relations is that it’s sold short by its very own people. And it’s done every single day.
Too many don’t demonstrate well the value that PR brings to their organizations. (Impressions and AVE don’t count for much if you’re looking to get a seat at “the table.” Don’t take my word for it. Ask Katie Paine.)
Too many practice PR with a template or on autopilot. Press release. Distribute on a newswire. Press release. Distribute on a newswire. Press release…
Too many don’t understand the business of their business – sales cycles, product development, distribution challenges, your consumers’ media consumption, etc.
Too many prefer complaining with each other about the negative misconceptions toward PR instead of doing something to change it – either within their own business or across the industry.
Here’s my point. There’s something each of us could do today to elevate PR’s role and recognition in the eyes of colleagues and/or clients. Take some time to identify ways you can help lead the charge and then do what it takes to get it done.
What do you think are the key things PR pros need to focus on so we stop selling the industry’s value short?
*Image by Paul Keller.