What I Learned About PR & Communications Today From Three Recent Online Events

This image is being used courtesy of Inspired Pencil dot com.

By Edward M. Bury, APR, MA (aka The PRDude)

As it has been noted in this space on a somewhat regular basis, the practice of public relations and strategic communications continues to evolve and expand at a somewhat extraordinary pace.

To repurpose a somewhat corny, somewhat antiquated phrase: “This ain’t your daddy’s kind of public relations anymore.”

To support the premise just noted, let me share some insight I gained by participating in three recent online activities.

Storytelling, in Five Easy Steps. The presenter shared this format for success in the relatively new modern communications known as storytelling: 1) Introduce interesting characters. 2) Present the challenge. 3) Highlight a turning point in the story. 4) Put a spotlight on what’s new. 5) Return to the purpose or focus of the story. Collectively, this process enhances trust and expands awareness for the message delivered through the news release. I mean by the communication shared. Okay, as part of the storytelling message.

Website Metrics Re-Examined. Key take-aways from this event included: a) Too often, those responsible for websites pay more attention to the number of visits, rather than whether any relevant action was taken. b) These days, bot traffic comprises 51% of website activity. c) Referral web traffic is declining because of — you guessed it — less human connections. d) Too often, those responsible for website design and management fail to what generates visits and what are priorities. e) Vanity metrics are, therefore, relatively meaningless. Hallelujah I say! Back in the day, a client placement in a major print publication was a mark of success, even if it was challenging or impossible to fully measure or justify the results.

LLM Defined. Full disclosure: When I registered for the online event in question here, I had no idea of the meaning of a Large Language Model. (Digging further, I learned there’s also a Generative Pre-Trained Transformer or GPT.) What I wrote in my notes taken during the presentation was that 60% of Google searchers today do not result in a click; furthermore, if AI is involved, 83% of searchers do not result in a click. Fascinating. And, now I add another acronym, make that two, to my glossary of what comprises modern communications

Some final thoughts on what I just shared. An ancient form of communication continues to evolve and thrive. Technology now provides the tools and resources needed to better measure whether a plan meets objectives. And, perhaps AI ain’t all that it’s cracked up to be.

 

Media Relations: Perspectives on Today and Yesterday

Back in the day, a reporter might have had something else in his or her hand while on the job. What was it? Image courtesy of Freepik.

By Edward M. Bury, APR, MA (aka The PRDude)

First, a full disclosure statement: While I subscribe to various sources of current information and developments within the public relations profession, I don’t always stay too current on the state of the industry. Yes, I gain from interacting with selected social media posts, participating in webinars and in-person presentations, and reading publications like Strategies and Tactics from the Public Relations Society of America. 

But given the amount of industry-focus (and of course, other) print and digital options these days, I frequently skip learning about the latest news regarding public relations. Now, home on a cold and bleak afternoon two days before the end of the year, I decided to allocate an hour or two to catching up with some online sources. 

What really resonated with me was an article originally posted April 2 of this year in PR News. The piece, “When Making Your Pitch, Here’s What Journalists Value Most,” was part of a recap post of articles that address what arguably has been the foundation of public relations for decades — media relations.  Writer Matt Petteruto does an excellent job of supporting his commentary by citing results from industry surveys of journalists and recommending that communicators research online media databases to identify qualified and appropriate reporters to direct the pitch message. 

And, he reiterates the fundamental aspect of solid, effective media relations, which is make sure the reporter you are pitching “is a good fit before you make the pitch.”  This can be considered an elementary factor, but it’s one worth reiterating!

Now, let me reflect further on the practice of media relations, as experienced by yours truly. 

Back in the 1980s, well before digital communications, those of us working at agencies pitched reporters at local, regional and national newspapers, trade magazines, the major wire services, and television and radio regularly.  We wrote pitch letters on a typewriter that were sent via US Mail or in some cases hand-delivered; this initiative was followed up with a phone call; news releases were distributed the same way.

Media targeted were identified by reputation and experience on a specific beat or through the Bacon’s Publicity Checker directory.  What am I referring to? Here’s what a Google AI search found:

• A massive, physical directory (think large books) containing names, titles, and contact info for editors, reporters, and columnists across various media.
• Organized by publication type (newspapers, magazines) and industry (trade, consumer). 

The search results also noted that the Bacon’s directory was a key tool from the 1950s into the early 2000s, made obsolete by online databases.  Every PR agency worth its salt had a Bacon’s — or multiple copies — which by the end of the year looked somewhat ragged through multiple handing by various account teams.  An aside: An eBay search for a Bacon’s did not reveal any results for a copy of the vintage directory, but showed many for collectible items related to the iconic entertainer Chubby Checker.

Personal interaction with reporters comprised one other aspect of media relations four or so decades ago.  By this I refer to inviting the media member to lunch or sometimes dinner and using the time together to make the pitch. Was this practice in violation of any ethical standards? Possibly. Did it happen regularly? Most certainly. 

Let me conclude with this thought on media and media relations. Decades ago, the world did not move or change at the rate it does today; this includes the media. Often, reporters covered the same beat at the same publication or broadcast outlet for years, and possibly decades. Relationships established and nurtured with members of the media could last a very long time.  This may not exist at the same level these days, given the continued decline in print journalism and unbridled rise in digital media. 

Regardless, strategic and effective media relations continues to be — and certainly will continue to be — a very fundamental and valuable component of public relations. A question for those who continue to employ media relations today: Do you ever take an influencer to lunch? 

 

 

 

 

 

Hard to Fathom This “Bizarre PR Campaign” and What PR Really Is All About

Like me, did you cringe when reading this headline?

By Edward M. Bury, APR, MA (aka The PRDude)

The headline from a front-page story published in today’s Chicago Tribune certainly drove me to devour the entire piece in the print edition, which I always read while taking the CTA Blue Line el to work on many weekdays.  Here it is: “Ex-Loretto Hospital exec wages bizarre PR campaign.”

You can read the article from this gift link I received.  

While I applaud the Tribune for publishing this excellent and well-researched report from Jason Meisner, I would ask editors to please consider refraining from incorporating any reference to the practice of public relations when it’s quite clear — well, at least to me and hopefully many others in the profession — that a critical element of the article falls very, very far short of being accurate when concerning public relations.

As noted in the piece, a former Chicago-area healthcare executive was charged by federal prosecutors with embezzling some $300 million in non-existent COVID-19 tests at the height of the pandemic. The executive, who fled the U.S. last year after another theft indictment was filed, apparently has embarked on an effort to re-establish his “credibility” by claiming to have initiated a wide range of philanthropic “initiatives.”

These are outlined in this communications document — I will not refer to this unadulterated piece of garbage as a “news release” — which, as noted by the Tribune, contains not only glaring errors, but does not include statistics to substantiate the claims made.  The weblink leads to a site that will be “Launching Soon.”  The article also recounts previous communications from the alleged embezzler to altruistic programs that do not exist or are unsubstantiated.

One big question: Did an actual communications firm “craft” these messages? 

I would share more, but my blood pressure already is on the rise. 

Now, let me please reiterate to members of the news media and to anyone who will read the balance of this post:

• The scope of the practice of public relations is centered around honesty, adherence to established ethics, and supporting an open disclosure of information. In essence, it’s about building awareness for, acceptance of, and action towards something that’s good or positive.
• Individuals acknowledged as brutal dictators do not practice “public relations.” (The author of this document needs to be educated.)
• There really is no such thing as “good PR” and “bad PR.” There’s positive media exposure and negative media exposure.  Again, public relations is a communications practice. 

There. My blood pressure finally is going down. 

Analyzing One Particular PR Trend to Watch in the Year Ahead

Lightbulb image courtesy of the nice folks at Meltwater.

By Edward M. Bury, APR, MA (aka The PRDude)

Let’s start with a full disclosure: I have faced some challenges in the past few months, perhaps years, in identifying and commenting on developments within and the practice of modern public relations.

Why?

Well, for one thing I am employed at an academic institution transportation research unit, a somewhat structured and focused entity that produces technical studies along with others that address subjects that are of interest and relevance to the general population. We don’t engage with influencers or pitch too often to general interest or even trade media.

So, with the March calendar more than halfway completed, I racked my brain for a true “public relations” topic to address. How about “PR trends to watch in 2025?”

Great! But regular readers may recall this January 30 post written following an excellent webinar sponsored by the Public Relations Society of America. (Yes, I am a long-standing PRSA member.) I gained a great deal in terms of insight related to future national and even global developments that will impact strategic communicators.

But, I felt I needed to learn more. I needed to learn more about practical tactics and strategies that I could perhaps apply to my work. A google search led to this excellent report from the folks at media monitoring site Meltwater.

The eight trends cited here certainly are poignant and compelling; some — like incorporating relevant data analytics, personalizing a media pitch, and focusing on authenticity — have for decades driven sound, strategic public relations practices. In the past decade or so, embracing diversity and inclusion, the continued emergence of influencers of all types representing many industries, initiatives that help build awareness for the many challenges we face, and regular and well-executed thought leadership communications continue to factor into strategic campaigns.

That leaves the eighth trend cited here by Meltwater — continued industry consolidation — one I feel compelled to analyze and address further.

Back in my agency days, back before digital resources became the dominate factor across public relations and most professions, there was a “consolidation” of sorts. The small shops I worked for primarily engaged in media relations, then assuredly the dominate tactic, as well as marketing communications and even print advertising in general interest and industry trade publications.

What the trends cited here reveal to me: Public relations continues to be a dynamic, evolving profession, one that reflects the state of the world around us. What’s more, even though I more than likely will not engage an influencer in my current position, it will be to my benefit to fully grasp the role they play in public relations today.

Is Tracking Social Media Now a Full-Time Job?

Image courtesy of Unsplash.

By Edward M. Bury, APR, MA (aka The PRDude)

Way, way back in October of 2009 — the year I launched this blog — I wrote a (hopefully) humorous post listing three jobs that were on the docket to pursue should “that next great job in public relations” fail to materialize. 

(Fortunately, it did land not one, but two great communication jobs since that post was published!)

And, for the record, I remain committed to my current position with a major university here in Chicago. Yet, there may come a time when I will retire, or somewhat “semi-retire,” however that’s defined.

So what to do to keep active and part of the communications industry in the foreseeable future?  Perhaps I’ll be come a “social media tracking agent.”  What’s that?  Well, I am not sure, but let me try to explain. 

Turn on a television news program, be it one of the major network gabfests or a hard news report, these days and many segments are structured around or peppered with commentary regarding recent or past posts on popular and not-so-popular social media platforms, podcasts, or some other online source. 

The questions for me: Who is responsible for monitoring and categorizing these online communications?  Do reporters, editors, or producers maintain digital folders with copies of potentially damaging or salacious Twitter — okay X — posts?  Should every public or private figure receive his or her own “social media library?” Does a “controversial” online post automatically merit news coverage?

Back in the day, newspapers kept what was called the “morgue file,” which was a catalogue of past print articles used for reference. Do they still exist in today’s digital world?

Well, I am an active social media participant, regularly posting and commenting on X, Facebook, LinkedIn and Instagram. I try to be at least conversant (is that word relevant when describing social media?) with the evolution of new platforms, but I have not explored any of the alternatives to X, which has experienced a measurable decline in recent months. 

Over the years, some platforms I used may have offered some initial benefits, but as noted back in 2012, I tried out Pinterest, and I have not done much “pinning” since then. 

Back to the future prospect of working as a digital wrangler of sorts: My resume also includes experience in the news industry, so I know the factors that comprise a good story.  I did google “social media tracking agent,” and got a wide range of findings, including a link to the Hootsuite site.  

So to sort of summarize: 

• I’m not looking for a new position, but I may be interested in one in the future.
• I don’t know if this position actually exists, or if it’s part of some existing media job.
• Social media continues to evolve, and communications professionals need to remain cognizant of developments. 

Finally, to offer some kind of full disclosure, I do not believe there are any potentially damaging or salacious online posts regarding yours truly.  At least none that I am aware of.