Reflections on PR
A CNN Money report shared this news about the graduating class of 2006…
When asked to select the fields they were planning to seek employment in, advertising, public relations and marketing got the most votes, followed by finance and business and healthcare.
It looks as though we have a highly desirable field to get into. Hope the market stays good for my graduation next year…
Despite the jokes about FOX News in the White House, some PR folks are talking about the good that will come out of Tony Snow in the Press Secretary position. The Republicans like him because he’s from FOX and the Democrats don’t hate him because, in the past, he has been critical of Bush.
The honeymoon effect is not just for presidents, it will likely help him through his first few weeks. The press, namely David Gregory, was about ready for a change. David Henderson suggests in the article above that Snow’s journalistic background will give him credibility with the press corps, or at least an idea of what they want to hear. Funny, I’ve heard that a few times in my classes.
Snow will also be more effective if he knows more of what is going on in the White House, rather than just having to explain it. Sadly, I don’t know much that will change. Bush said this today:
“My job is to make decisions, and his job is to help explain those decisions to the press corps and the American people.”
The press corps is an unusually tough crowd to please. But like any audience, they are going to tell when you aren’t knowledgeable about the things they want to know. Having a background in journalism will only get him so far. Now he needs a seat at the table so he’s not just a puppet who only knows what he needs to. His is a unique position where he will have to play catch up to regain America’s trust for the Bush Administration.
The more I thought about my plans for this summer (and the more I talked to my father about getting a job,) I decided that in addition to classes, I should consider getting some work experience. So today, I interviewed for a position in the Auburn area that would allow me to try my hand at design work, press releases, and event planning.
I’ve gotten so used to campus interviews that I have forgotten what it is like to interview for a position outside of the Auburn University Bubble. They truly don’t care about what kind of shoe or tree you would be. The outside does make sense.
Today, they asked me all about what I could bring to the table at their organization, and what experience I have had. But, I feel that one particular question allowed them to see what I’m all about. They asked me why I chose PR.
It’s a loaded question that made me stop and think about all the things I love about the subject that I’m studying.
I love writing and how a good writer can evoke emotions in their reader, educate someone, or totally influence a person’s opinion. Sometimes the written word is even better than the real subject it describes.
I love that there is not a day you can quit learning in public relations. There is always a way to better your practice.
I love that we focus on mutually beneficial relationships and not one-sided messages that completely discount the audience.
Sure we will get bogged down in final projects and heavy work loads, but it’s comforting to know that you chose this path for a reason. Keeping those reasons in mind helps you to practice public relations with an enthusiasm that will carry over to your projects.
What’s in a face, and who should that be?
The top three most admired companies and their CEO’s according to an October 2005 issue of Chief Executive.
1. Apple Computer- Steve Jobs
2. Starbucks- Jim Donald
3. Dell- Kevin Rollins
In class the other day, we were weighing the advantages and disadvantages of utilizing your company’s CEO to brand your product or service. On one hand there is Steve Jobs and on the other, there’s Martha Stewart.
Another student in class expressed his loyalty to Steve Jobs and Apple by saying that he would follow Jobs almost anywhere because he just “seems like such a nice guy.” Admitting his nerdiness, he told of how he always watched when a new product was introduced partly because of the product and partly because of how excited Steve Jobs was when he introduced it. This is CEO branding at its best. The face and personality of the CEO is working for the good of the company.
In the case of Martha Stewart, you have CEO branding that had the potential to be much worse than its actual outcome. One of the main pitfalls of attaching a CEO to a brand is chance that a CEO might make a misstep and take the company’s image with them. In this case, the company was barely distinguishable from the CEO herself. Now, Martha is playing catch-up with regular appearances on the Today Show and a much softer attitude throughout all of her appearances.
Ford is trying it with Bill Ford, the great-grandson of Henry. Surely the name helps in this situation. It reminds America of Ford’s rich history in this country and is essentially saying, “We haven’t changed our standards.”
That’s what CEO branding is all about- standing behind your standards.
It’s frustrating to me when companies don’t get it. They will pour money into an idea or a concept that will ultimately fail in giving the consumer what they want.
Take shopping in the Auburn area as an example. We have a multitude of grocery stores where, if given the choice, I prefer to shop. But sometimes, they just won’t meet my needs. On days like this, I venture to Walmart.
Yes, it’s a venture that I avoid at all costs. Why? On average, it takes 15 minutes to check out. My patience is tested every time I go to the store. While I love life lessons, I don’t actively seek them out. That’s it. It’s why I avoid shopping there.
When I entered today, I was greeted by the man playing “Glory, Glory to Ole Auburn” on his harmonica and the store’s brand new interior. Hardwood floors, nice tile, new freezers almost had me sold. This was until I checked out.
I waited 20 minutes to be checked out. I still beat the people in the self-checkout lines. Seventeen lines were closed, not including the self-checkout lines that weren’t working. The fresh, cream color on the walls didn’t save them. It’s still the same Walmart with the same problems. If you don’t ask consumers what they want, how will you know what to give them?
Shiny exteriors don’t cut it. Service is what people want, and if you can’t give it to them, you might as well save your money. Meanwhile, I’ll spend mine elsewhere.
    Most PR people are good at what they do. Offering a distinction from those that simply claim to be “people persons,” we have been trained to communicate, interact, and accomplish the objective of relating to our publics. Maybe because college professors dare you to make more than $20,000 a year, there is a preoccupation with making money. The rest of your life is spent essentially saying, “watch me.” It is not limited solely to our field, but professionals do have a tendency to forget that these skills can be used for worthwhile purposes other than providing for your family, your dog, and yourself.
    Look at the thousands working in PR for non-profits. Sure, this offers a paycheck, but usually it’s a pretty small one. Guaranteed, this career choice is not about the money, it’s about bettering the organization you represent.
    Take Ben Silverman as another example. He took his knowledge of the field to impact his community. His experience with the Community Board even landed him a client. Karma.
    Want a totally self-less example of using your public relations skills? Check out Marcom Blog. These professionals kindly offer their time and knowledge to share with students at my school, Auburn University. Some have visited our classes; others have spoken to us via Skype; all have shared on our blog. By giving back to students, they are shaping the future of the public relations industry.
    Sometimes it’s not about the money. If you give a little, you get a lot.
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What do you do when you really don’t believe in it?
“It,” as eBay might say, could be anything. It could be what your client sells or offers as a service. It could even be your client itself. What do you do when you don’t believe in its merit?
I fully understand that our public relations code of ethics expects us to work for the good of our clients with the public’s best interest in mind. But what if it’s an issue such as working on a campaign for a tobacco company or for an abortion clinic? This is where the issue of “public good” is defined differently by people. Some advocate a choice, while others would feel guilt by offering it.
How willing is a public relations firm to dismiss you from a client that you feel creates a conflict of interest for you? I can see a larger firm telling you to stick it out if it’s not an ethical issue for everyone, but a smaller firm brings the issue of fewer people to take that client. Do firms ever turn clients away entirely because of over-arching moral issues?
I was reading about the new film, “Thank You For Smoking,” and I began thinking about this issue. Granted, from my understanding of the movie, there are plenty of ethical issues such as payoffs that are examined. But, at the end of the hour and a half long film devoted entirely to “spin,” a PR practitioner is asked what he does for a living. His response is “I talk.” His hopeless, one-dimensional, defeated answer gives me the realization that his character’s life is exactly what I want to avoid.
How do you believe in something that you don’t?
Harlan Loeb released a great article today on the practice of PR. He presents the argument that public relations’ purpose has been inaccurately defined by society over the decades. Too often, our purpose is measured by the same yardstick as professions such as journalism that require objectivity. We are portrayed by others as people who would “sell our soul” just to get publicity to make our client look good and would mislead our grandmother if it would mean pocketing more money. Because our priorities are different than these professions, we are subject to this poor image.
First and foremost, our loyalties lie in our client. We would not be doing our job if we were objective. That being said, our code of ethics ensures that in all circumstances, we represent those clients with honesty and truth doing no harm to the public. In that sense, we believe in the same values as journalists, we just don’t act as watchdogs to seek out injustice. We uphold the values by being “responsible advocates for those we represent.” Granted, there are those that do not uphold the values we agree to, but an industry cannot be defined by a terrible few.
Regardless of how superior journalists feel, they are often viewed in the same negative light as PR professionals. It is a battle we all have to fight after years of lax ethics from a few bad acts in every field. How can we combat it?
Maybe I should have been an engineer…nah…
The Higher Ed Blog Conference launched this week in an effort to link members of the higher education community together to exchange ideas. The month-long, online conference will examine the various ways to incorporate social media and new technology into the classroom and the higher education environment. The technology is slowing gaining acceptance within the culture of educators who is surprisingly slow to adopt new ideas.
There is much to be gained from this open-discussion and an online forum is a good place for it. This week’s focus is “teaching.” Clearly, skipping class for a conference at the end of the semester isn’t a joy that teachers are willing to give us. There are all of the benefits of a conference (the presentations, the feedback) but there are no drawbacks (giving students a break.) Talk about knowing your audience.
They are discussing some interesting topics, but the most encouraging part is their commitment to the students. Every topic they discuss is always viewed with the mindset of making their subject more convenient and stimulating for students. While the participants are not limited to the field of communications or public relations, they keep the typical mindset of working toward mutually beneficial relationships.
Mark Ott, a professor at Jackson Community College, discussed the differences between using podcasts vs. screencasts for supplemental educational tools. By using the same medium (Camtasia) that he uses to address students, Ott is able to teach other professors his method for reaching his students.
It all goes back to the kindergarten proverb- Good things happen when you share.