Do You Know What PR Is?

by Julie Primrose

If you’re reading this blog you probably already do, but it turns out a lot of people don’t know what the world of public relations is really all about.

A recent article by Adweek stated that 36 percent of Gallup poll respondents have a negative view of the advertising and public relations industries.  After reading the post, I started thinking about why more than one-third of the population dislikes our profession.  Surely there are people who legitimately dislike the industry.  Maybe they’ve been burned by a less-than-professional PR firm or have an ex who works in PR and has tarnished their perception of the entire industry.  If I had to bet though, I would say most people who responded negatively to the poll don’t have a very clear idea of what public relations professionals actually do.

My friends and family who are not involved in the PR world often ask me what exactly I do at my job.  I’ve been asked if I do publicity for celebrities, if I “play” on Facebook and Twitter all day,  and even if I twist the truth to improve our clients’ reputations.  With the latest addition of E!’s “The Spin Crowd” joining a host of recent movies and TV shows that deliver a less-than-accurate portrayal of public relations, it’s no mystery why so many people are confused about our profession.

Last weekend, my sister was in town and wanted to hear all about my new job at Curley & Pynn.  As a social worker, she has little experience with the PR profession and she wanted to know more about it.  If more people would take the time to learn what public relations really entails–strategic planning, relationship building, crisis management, community relations and so much more–they may have a very different opinion of the profession.

At least we rated above oil and banking, the federal government and seven other condemned industries!

Reporter Techniques in Action

by Dan Ward

As part of the Message Matrix^® training program we offer clients, we often review a number of “reporters’ techniques” in order to prepare clients for potential interviews.

So you can imagine how I enjoyed sitting across from a reporter this week who used a number of such techniques while interviewing one of my clients.  Here are just a few examples:

False facts (unintentional or deliberate) – “But what about the $150 million number we keep hearing?”

Response:  Correct graciously and go to your positive point.

“We are unfamiliar with that number.  What we can tell you is …”

Reinterpretation of your response – “Would you consider that senator to be a champion for your industry?”  “We’ve worked with him, but wouldn’t consider him a champion.”  “Well, what has he said or done to make you think that he is working against you?”

Response:  Avoid repeating negative words.

“What we’re saying is that he hasn’t been a vocal champion for the industry” (which is far different from suggesting he is an opponent).

Putting words in your mouth – “So you agree that this problem is rampant in the industry.”

Response:  Recognize this as an attempt to make you use words you would rather not say.

“Actually, according to a state report, the issue is nowhere near as common as some might suggest.”

Needling – “Oh, come on.  You’re telling me you don’t keep that kind of information?”

Response:  Stick to your guns.

“No.  We have no reason to maintain that kind of information.  What we can tell you is …”

The interview went very well, and it gave me an opportunity to remind our client of one of the important points we teach in Message Matrix^® training.  You have granted an interview, but you’re not under subpoena.  No one can make you say anything but you.