By Edward M. Bury, APR (aka The PRDude)
One general component of a public relations plan is some kind of “call to action.”
Well, I maintain the public relations profession should rally to voice strong opposition to a recent article that claimed public relations was “failing.”
As you can ascertain, I found the piece, “Here’s What the PR Industry Is Failing,” to be inaccurate and totally void of any compelling reason to be published.
But the article was published May 1 by Fast Company and written by Bill Hankes, noted in copy below the article as “a longtime public relations veteran” and now founder of a startup “that helps journalists find the information they need to develop stories, some of which comes from PR professionals, but most of which doesn’t.”
(A question: How much is “most of which” as noted above?)
The crux of Mr. Hankes’ thesis here: Services used to disseminate communications initiated by public relations professionals are “outdated” and “facilitate bad behavior.”
Rather than attempt to bash Mr. Hankes and Fast Company for spreading erroneous and unsubstantiated commentary, I’ll take the high road of sorts.
(To step off the high road for a short time, Mr. Hankes: Refers to all of us in the profession as “publicists;” neglects to note that ethical, effective public relations is driven by sound strategies; and, champions incorporation of unproven “newer technology” to replace what many in the industry use regularly. I could go on, but will stop here.)
On to the high road. This kind of commentary only perpetuates the erroneous belief that public relations is purely publicity, or to use the old-school term, “press agentry.” Yes, there are publicists out there and perhaps some press agents, but those disciplines do not reflect modern public relations counsel.
Back to the call to action, I would encourage all serious PR professionals to take every relevant opportunity to educate clients, friends, the person sitting next to you at the coffee bar, about the full scope of services we provide.
I’d be glad to discuss with Mr. Hankes, should he be interested.
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Full Disclosure: I learned of this article from a Facebook post made by Gerry Corbett, APR, a “major PR dude” featured in this space back in January of 2013. Thanks, Gerry.