Room for Improvement in the World of PR

People ask me all the time why I’m the way I am – I work hard, make time for friends and don’t really sleep. I’m in PR because it fits my personality and my personal drive. That isn’t to say that I think everything is rosy in the PR industry. We have great practitioners,but we have those who couldn’t care less. Those that research their pitches, others that send them blindly. Those that interact and make social media about brands/others, and those that are shameless self promoters.

Room for Improvement:

1.) Buzz words are the bane of my existence. I know they are used to grab attention, but make your own.

2.) Social media isn’t the solution to everything.

3.) Research is key. Blindly pitching is lazy and shows little effort. Why should media make the effort for you then?

4.) It’s ok to put down the smartphone and walk away for two seconds. (I’m guilty of not doing this well)

5.) It’s never about you. It’s about your client or organization.

6.) AP Style is your friend, even when you don’t agree with the formatting.

7.) Don’t be afraid to ask your colleagues or manager if you are struggling with a project. It’s not admitting defeat.

What would you add? What can we improve on as an industry? What are some strengths?

*Picture copyright of broadwayworld.com.

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alexiaharris

I'd add copying and pasting ideas. Many pros are guilty of this. Public relations strategy isn't a one size fits all deal. Just because it worked for one client doesn't mean it will work for another, even if the clients are similiar in what they do.

Not only are you recycling ideas, you're cheating your client. Of course you'll look at case studies to see what worked best for other companies but your strategies and tactics should be tailored to meet your client's specific needs.
laurenfernandez

Really great point about recycling ideas. I think many agencies take on more clients than they can handle, and try to do it that way. It fails every time. Maybe not right away, but eventually.
Tim Jahn

I'm not a PR professional (as far as I know) but I'm with ya 100% on the buzz words craziness. People who use buzz words constantly are usually the ones who have no comprehension of their meaning, which just starts the horrible cycle all over again.

So I think there is definitely room for improvement there, in terms of educating people on the various tools available to them and encouraging them to learn things for themselves too, before spewing out senseless nonsense.

Number 4 is also important too. Walking the line between connected and TOO connected can be tough.
laurenfernandez

You don't need to be a PR pro to understand this post - and you make great points. :)

I think some throw out buzz words because they think it will catch attention - when in actuality, it does the exact opposite.

That is a fine line of networking, and one that many have a problem handling.
Aaron Templer

Great list. Here's a thought, for what it's worth:

Understand business better. Creating successful public relations (not media relations) plans requires a deep understanding of the client’s business. Deeply understanding the client’s business requires, well, an understanding of business.
laurenfernandez

Aaron - it's a great thought. Many don't bring business into the picture when they need to. You need to be immersed in the client - their nature, corporate image and how they operate.

Great point - and thank for stopping by.
Brad

I totally agree with your take on buzz words. How many times have we encountered somebody who thinks using them = pr smarts? Give it to me in layman's terms so I know you are not just blowing smoke.
laurenfernandez

A great point on buzz words - I would get tired of reading it all the time if I was a reporter. I think it undermines the authenticity of your pitch/release at times.
@jaykeith

AP Style is important, but I would just add work to become a better writer, faster. We all have room to grow in this area. I think that too often in PR (and other professions) people write a lot, but they don't "work" at being a better writer. They don't read other great writers and think about how they can incorporate some of the big lessons into what they are producing, and what they can do to get better. Unfortunately there is a lot of sub par writing in the world of PR and marketing, and those that can stand out and really write in many different forms and in an effective way will make the profession that much better.

And as a writer, there's always room for improvement. All the great ones will tell you that.
laurenfernandez

Many don't work at it because they think they don't need to improve. It's why there are bad pitches and releases, and even the best writers constantly work at it. That's why others are more successful - and their brands as well - than others.

Great point J. Thanks!
jonericson

+1 to #3 (Research is key) and #5 (It's never about you).

What would I add? Brevity.
laurenfernandez

Brevity in terms of writing? I agree, concise is something that many struggle with. We try to be verbose and it comes out as confusing. Clear pitches and releases will only solidify a great idea - but long winded ones will cloud it.
Hannah Lue

Being a PR student and not yet a professional, I would add that your colleagues are your friends. I suppose it goes along with #5 (It's never about you), but something that I have noticed is that PR professionals (and students) in the same "niche" can view their peers as competition, and while they are you also have to remember that you have to work with these people on a daily basis, for the good of your client (project and/or organization). The more you are able to trust, and support your peers the better the product.

I also agree with The Molly Buckley that #7 is such a HUGE point. That makes me think of something my mother continually says to me, "The only stupid question is a question unasked."
laurenfernandez

Hannah - I love that. Is there a line, though, between how much of a friend your colleagues can be? Does it depend on their title? If they are a direct manager? You have to know when its appropriate and when it isn't.

I have never viewed my peers as competition - I do my own thing, but I know many that do. They want to be the best. I think being the best is if OTHER people are saying it, not if you are the only one doing so.
Hannah Lue

There absolutely is a very fine line, and direct superiors the line gets even finer. I've experienced it first hand (not in PR) where I considered a co-worker a friend, and I off-handedly mentioned something about my personal life that was misinterpreted and repeated to my supervisor and my ability to complete my job was in question. I learned where that line was rather quickly.

But more-so than being friends, your colleagues should be your professional support system.
Jason Sprenger

I would add: it's not about tactics - it's about strategy. Keep your goals and objectives in mind when developing strategy, and then build out a tailor-made plan of success. Don't do something just to do it, or because it's the cool new thing - make sure it's the best tactic within your strategic plan. If it's not, then don't do it.
laurenfernandez

That's a great one, Jason. Strategy plays such an important part in the PR world. I think you also have to be willing to change that tailor-made plan of success - you never know when it will change or if something new will alter the outcome.
THE Molly Buckley

Great post, Lauren! I would say #7 is the best and absolutely applicable across the board. Sometimes I feel like people are afraid to ask questions because they think that it shows weakness or somehow diminishes their "expertise." A real "expert" knows they don't know everything and isn't afraid to learn more... that's what makes them so valuable in the first place. Admitting ignorance is a strong first step.

I might add "Know your niche." Don't try and pitch something or market something in an area that is totally not worth your time. Not to say that broadening your niche is bad, because it isn't - but for example, trying to market a new type of energy drink to a bunch of knitters probably isn't going to work. (I'm totally making that example up off the top of my head and I'm tired so it might not make total sense,but you see what I mean."

GReat post.
laurenfernandez

A lot of the time, I think it's a generational thing. It's hard to admit that we don't know something, and that maybe we won't be viewed as intelligent if we admit we don't know it. Those that truly stand out aren't afraid to show that they don't know everything.

Know your niche is a great one - many just pitch to pitch, and it also goes back to research. Broadening your niche is a good idea if it's thought out. In PR, you have to be confident and sure that all outlets you send e-mails to might open it.
CatherineEllen

If I had to add one, I'd probably say the ability to prioritize. It's so important in our industry, especially at agencies, to be able to prioritize our tasks. That's something that can't be studied or taught in college, although school does prepare young professionals for it, but I really can't stress how important it is.

I'm also glad you said research. Research plays an integral role in PR, and not just in the sense that you need to research media-- you also need to conduct research for the brand you represent, and become an expert in the field. Know what your competition is doing, learn what has and hasn't worked in the past, keep up on trends, etc.

And buzz words? They drive me crazy. Nice post LAF.
laurenfernandez

Catherine - That's a great one. A lot of times, you have to re-prioritize throughout the day as it is, so its best if you know how to rank whats important and what isn't. I like how many managers that I've come across help entry level prioritize the first couple of days, just until they get the hang of it.

Research will always play a role - but it is also something that can be taught. Good procedures need to be in place so that it is understood WHY research is important, and HOW it plays a role.