*Major props to Jeremy Pepper for starting this topic discussion over at his blog.
Dear PR Professional,
I think we have always had a pretty solid relationship. I help you get your job done, right? I’m one of those “tools” that professors across the country always go on and on about. Heck, I think I even made a journalist cry once because of how beautifully I was written (Note: his cubemate didn’t like being pitched the same way, though.)
Can you imagine my surprise when I opened up AdAge this morning and read about my sudden death? Looks like I’m still here. I bet there are a few public
relations professionals banging out words on a keyboard to send to media and the public. It might even be in the form of a press release or media advisory. Cover your eyes, Twitter. You might be touted as replacing me, but I think we should work together.
Look. I get complained about a lot. Some send me in bulk to journalists with no relevance, I get faxed (in 2010!) to obscure places of the globe, and I even get ripped apart and edited by supervisors on a daily basis. But, really? You’re calling for my early death? Sure, Twitter is the new kid on the block, and all shiny. He might be a “relationship builder” and an easy way for you to converse with reporters….
Oh, right. You should have been doing that even before social platforms came on the scene. Go figure that I’m the one always blamed for not being used correctly.
See, social media has been around since the 1950’s. We both have our place. Some of your audience still prefer to receive information a certain way. They are engrained in traditional aspects, and it’s up to you to utilize both social and traditional. I have nothing against the guy. We really play off each other well, and help deliver a solid marketing communications approach to brands worldwide. When has one marketing approach ever been a band-aid for all? I think it’s just being lazy. You have multiple tools, so use them. Don’t depend on one, and then blame something else for efforts failing. I know that public relations professionals stink at math, but come on. If you have 3 different tools, why not do 1 + 1 + 1 to equal a solid approach?
The mediums are always changing – but your charge is to get brand message out to a relevant audience. Distribution is not the same as the approach/idea. So, instead of calling for my early death, figure out how they like to be approached. Not all will like traditional. Not all will like social. This is why research is one of the key qualities that every PR professional must have. Use it.
You’ll thank me later. (Or your clients will. You know, when they decide to renew the contract.)
Lots of love,
The Press Release. (not dead.)
