A holiday wish list for PR professionals

What’s on your list this year? Here’s what some in the public relations industry are hoping for.


It’s never too early in the holiday season to start thinking about “gifts” that would improve the public relations industry.

The PR business has changed and innovated rapidly, and new tech tools and services have made our lives easier. There is much to be grateful for, but we’ve compiled a list of ideas that would elevate the industry even further.

Here’s what’s on our holiday PR wish list:

Prospects who take PR agency searches seriously

Let’s face it, an agency search is arduous and time-consuming on both sides. For a typical PR agency, particularly a small firm, participation in a formal search is a big decision and a major time commitment.

We typically interview the prospect. Then, based on the outcome of the discussion, we gauge the odds of winning the business, determine how to budget and staff for the pitch and roll the dice on a positive outcome. Teams work hard to learn about the category and the organization and spend time on creative proposals, sometimes under unrealistic time constraints.

In an ideal world, within a week or two you are awarded the business or informed that you didn’t make the cut. This isn’t always the case, though. Many organizations, well-intentioned at the outset, go through the motions of hiring a firm, only to disappear after collecting proposals and interviewing teams. If all organizations treated the undertaking in a serious, considerate and equitable way, agencies and partners would enjoy more trust at the outset and the process would work better for both sides.

PR up-and-comers who work to improve their content skills

With fewer journalists working, there are more opportunities for those in PR to produce quality content. This means all of the excellent writers out there at PR firms can expand their capabilities and contribute more on behalf of clients. It also provides an opportunity for those just starting out in the business to flex their writing muscles.

That’s why we want to see junior staffers working hard to improve their basic writing skills beyond press releases and pitches. They should master blog posts, bylined articles, video scripts, speeches and more. Ideally, everyone in an agency would clamor for the opportunity to write, and agency leaders would create an inclusive approach, offering teaching and exercises to bring writing quality up a notch or two.

More media respect for the public relations industry

It’s the age-old conflict: Journalists need PR people, and PR people need journalists. The two groups often work very well together, but there can be tension. A quality PR team will carefully research media contacts to craft relevant pitches tailored to specific journalists. Even if a story doesn’t follow, a good relationship is preserved.

Other firms, however, cut corners on research and adopt the “spray and pray” technique of email blasting everyone on a huge list. They waste reporters’ time out of ignorance, pressure or laziness.

In our experience, these mistakes aren’t typical, but some journalists generalize and paint all PR people with the same scornful brush. What would the news media do, though, if PR “took a holiday” and sent no pitches or releases for a few days? Reporters’ jobs would instantly be harder. We like to think that due to the mostly positive, symbiotic relationship the two industries enjoy, mutual respect exists. Both parties can do more to foster it.

Clients who know what PR can and can’t do

Any top agency spends time managing client expectations, and if needed, educating clients on what PR can and cannot accomplish. In a nutshell, a good PR program can be most effective at packaging an organization’s story to resonate with reporters, creating news during quiet periods, augmenting a sales and marketing effort and helping shape and manage an executive’s public image.

PR is not a substitute for advertising, though. Even the best PR campaign can’t make up for a bad product or faulty design. Most importantly, PR does not exist in a vacuum. It takes a commitment of time and talent on both sides to fulfill its potential.

Innovative ways to collaborate with ad, marketing and SEO partners

Those of us in PR also relish opportunities to partner with others in complementary disciplines. For example, is the brand gearing up for a daring ad campaign that the PR firm might augment with some trade press? Might a paid media campaign support and amplify earned media like positive product reviews? Maybe a hot-topic panel discussion could involve a brand’s SEO team for optimum results.

Any initiative is worth examining for PR potential. The ability to regularly meet with relevant partners helps mine golden opportunities for all involved. That’s the real gift of collaboration.

A version of this post first appeared on the Crenshaw Communications blog.

Topics: PR

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