The PR Studio

Public Relations is very tangible, except when it is invisible. As a publicist, it should never be about you, except when it should. Does that sound like a riddle?

As I have mentioned in previous posts, there are both advantages and disadvantages to the tangible nature of this profession. It is extremely gratifying when the results of all of your hard work appear in print, radio and/or on TV news. Sometimes you can put out a press release or pitch to a reporter and see your handy work as soon as the subsequent TV news broadcast, online post or next day’s newspaper. If I were the type of publicist who spent all my time pitching long lead magazines, it would be really difficult for me to stay focused. I’m an instant gratification type of PR person and want to see the fruits of my labor in short order. Hence that is why the frequent observable aspects of this practice can be so satisfying, particularly to those of us who are Type A.

Obviously, it is immensely important to have that news clip(s) on hand to undeniably prove to your boss or your client how hard you worked on that particular pitch. However, let’s talk about when you don’t have that clip in hand because you have successfully negotiated and/or informed a reporter’s inquiry resulting in a ‘non-story’ which ultimately does not appear as news. Your efforts might also include those stories which originate as a negative media inquiry but ultimately manifest as a balanced news story. The last two scenarios may not always be perceptible to most but are as equally important as the more concrete result of a positive news story.

That brings me to my next point. In my opinion, the role of a PR person is that of the ‘behind the scenes’ strategist. However, that does not mean that you are not the public voice of an organization when appropriate. Your quotes should effectively address the piece and firmly support the organization without becoming the story itself because always remember it’s not about you. As a publicist, don’t try to dazzle anyone with your snappy quote. Those quotes can only get you into trouble and negatively affect the organization that you are representing.

Here comes the contradiction… I know I said it should never be about you, but I also always say “If you can’t be your own publicist, whose publicist can you be?”

It’s easy to demonstrate your effectiveness when you have the news clips in hand to prove it. Naturally, you should never miss an opportunity to highlight those hits to your boss/client. When your product is the absence of something or a hard-earned balanced piece then it becomes more complex. Don’t be shy about explaining the process to your client and make clear the effort it took to influence the story. If you were effective at it, you likely made it look easy. When you make it look easy then everyone will think it was. I know it wasn’t, you know it wasn’t, so make sure you appropriately explain that to those who need to know.