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The Accidental PR Specialist
By Michael Willard
Contrary to the belief of some, public relations is a rather complicated profession, though many stumble into it like a drunk can often find his way home by sheer luck.
This should terrify bosses-everywhere.
The fact is, it is one of the easiest professions to enter. There generally are no tests. In fact, if someone wants to open a PR agency all they need is a sign, a nail and a hammer.
Because of this, the charlatans abound, whether in Ukraine or in the West. They give the profession a bad name, and, in fact, are rather dangerous to the reputation of companies.
My own route was from newspaper reporter to wire service reporter to editor and bureau chief to political advisor in the U.S. Senate to-eventually-opening a PR firm. Dues were paid at each step along the way.
It is a profession which never really serves up a bona fide diploma until the day one retires or dies. To be good at it, you never stop learning.
This is not by way of complaint, but some who took an easier road are today practicing the profession without having the basic tools, or the street smarts to distinguish a crisis from a problem or issue.
They believe public relations is about calling news people to "place" a story, or being able to bring together news people at the same location as their bosses for a press conference. They think it is about, God forbid, writing and sending press releases.
For a professional PR person, this is kindergarten. They are important platforms - with the possible exception of the press release -but nothing more.
More than anything else, public relations is a way of thinking about events, issues, opportunities and problems. It is about developing and communicating effective messages.
This is not something a boss simply turns over to the new girl who really wasn't a great brand manager "so let's put her in public relations." Too often, this really happens.
In my view, the public relations professional should be a key person on the management team. He or she should have a ring side seat at the table when key company decisions are made.
One of - though certainly not the only one -the questions that should be asked is: "How will it (the decision) play in the press." You want a savvy, experienced answer to that query.
When my boss, the leader of the U.S. Senate, met with top level cabinet members, foreign leaders or many constituents, I was at his side or at the table. If I had not been, my value to him would have been diminished.
Communicating messages is crucial to public officials and CEOs. As my boss was fond of saying: "If it's not in the newspaper, not on radio and not on TV, it didn't happen."
Tough Love with the Omniscient Pablo PistachioWe had a news conference the other day, and though my boss had something important to say, he didn't get quoted as much as the other company on the platform.
Welcome to the sixth issue of the magazine too ornery to die, the magazine for CEOs, marketing specialists, advertising mavens, public relations executives and anyone else with the God-given talent to move product and services.Selling the story an important part of marketing
Often the success of a marketing campaign fails because the public relations support effort is not successful in bringing a corporate change or new product the public attention needed.Skype Gaining Steam in Ukraine
After a slow start, Internet telecommunication-the most famous example being Skype-- is catching on with Ukrainian businesses. There are two major and obvious reasons for this: It saves time and moneyThe Accidental PR Specialist
Contrary to the belief of some, public relations is a rather complicated profession, though many stumble into it like a drunk can often find his way home by sheer luck.The Fantastic Facebook Challenge
This month's contest is simple. We expect tons of entries and have turned over the judging of the contest to our arbiter of good taste and man with a plan, the Sagacious Swami of SpinTraditional vs. new media: Which one wins the loyalty of Ukrainian Internet users?
More Ukrainians say they trust so-called "new" media over traditional media but 70 per cent say they would not pay for access to online content.These are just two of the findings in a major study by iVOX* Ukraine on the attitudes of Ukrainian internet users toward traditional and new media.
We would like to be fans of this Sanahunt billboard. After all, it does command attention, sitting as it does across from the Dnipro Hotel in Kyiv. It makes the viewer wonder, "What is happening here."Tough Love with The Sagacious Swami of Spin
Back for a sixth issue of Willard Marketing Monthly to answer the toughest of questions on advertising, public relations and life in general is the Sagacious Swami of Spin.The Corpse in Waiting?
I think it is time we put the terms public relations and advertising in a time capsule. Fact is, we all went to sleep one day and woke up in a new and different world.
