You may not think you are a public relations professional, but it all comes down to marketing. The job is simple. You are a professional in a marketing field, and the job is to find and promote a product for your client. The best way to do this is to develop good relationships and build relationships with the people you work with.
You see, public relations professionals are some of the most respected and influential people in their careers. They are the ones who determine what will be printed in the paper, what will be broadcast on television, what will be used in the website, what will be put on the radio, if the client cares what they think of a book or movie, what will be published in the press. They are the ones who determine whether a brand will be successful or, like Apple, will fail.
In a world where many people are so focused on PR that they can’t see or hear the real world, how many PR professionals are also PR executives (or PR directors, if you will)? It’s amazing how much PR is dependent on getting someone to think they know what they’re talking about.
I have had lots of PR directors and PR executives tell me that when they are trying to get someone to think they know what theyre talking about, they just ask the question, “So… what do you think of this book?” Or, “What do you think of this movie?” The answer, of course, is that we know nothing about our audience or what they need to hear so that the answer can be one that will make them think they know.
I mean, that’s the way it’s always been. Most people when they do PR, they say, “What’s the problem?” then they give them something to think about or they try to find out more about them. So I’m not saying that’s bad. I’m just saying that the old model was good. This is the same old model.
Well, PR has changed somewhat over the years. I remember when it was a profession and not a job. Now that it is a job, it is becoming more of a business. The last two years have shown that PR in its current form is a business. And yes, I think it is a business. The problem is that businesses are not designed to be businesses. I think that a lot of PR companies would like to, but they just don’t know how to make it work.
In the old days, PR companies would try to come up with ways to make people happy. And it worked. Good PR could make people happy and it could have a life of its own. But today it doesn’t work that way. The way a PR company tries to make people happy is to get people to buy products that are going to help them make money. So the idea of a PR company making money is so foreign to most people.
Thats why a lot of PR companies try to come up with new ways to make people angry. People who are supposed to be happy are actually unhappy people. And while PR companies do their best to get people to make money, people are the ones who are pissed off at it. The sad thing is, the people who are pissed off at PR companies are the ones who are the most unhappy.
I can guarantee you this. That’s because a lot of people are pissed off. The reason is that PR companies do a terrible job of educating people about how to be successful or how to be happy. They tell us things like, “It’s all about how you look.” That is crap. Just because you look good doesn’t mean you’re happy. People are unhappy because they don’t know how to be happy.
The PR industry has a long and storied history of screwing up its clients. The most famous example was how, when the movie Titanic made its debut, the film company Paramount paid $50 million for the rights to the movie. The movie studio was so entranced by the novelty of the film that they decided to do as much as they could to make sure people would see it. They made sure that it had a special event, including a lavish premiere.