Want to Stay Off a PR Pro’s Naughty List?

Previously, I shared some tips to help avoid the media’s naughty list. 

Now it’s your turn. Time to stay off OUR list!

Whether you’re hiring a public relations firm, working with an in-house communications team or simply curious about what we do, here are a few ways to stay off a PR pro’s naughty list:

Don’t call it spin. Public relations is about building trust, fostering relationships and communicating authentically. Spin? That’s a different profession. #SpinSucks

Don’t assume we’re all the same. Just like attorneys, accountants or architects, every PR professional and agency has different specialties. Some focus on media relations, while others excel in crisis communications, public affairs, internal communications, social media, events or executive visibility. And some do a little of it all (like us, hint hint).

Don’t confuse PR with advertising. Advertising is paid placement. Public relations is earned credibility. Both have tremendous value, but they are not interchangeable.

Don’t expect overnight results. Great public relations is built on strategy, relationships, consistency and credibility. There are certainly quick wins from time to time, but sustainable results are rarely instantaneous.

Don’t think PR begins and ends with media coverage. That’s certainly part of the job, but it’s only one piece of the puzzle. Public relations also includes crisis communications, executive thought leadership, content creation, internal communications, community engagement, digital communications, awards, speaking opportunities, reputation management and much more.

Don’t assume PR is only for large organizations. Every business, nonprofit, association and government entity has a story to tell. The right strategy simply looks different depending on the organization’s size, goals and resources.

Please stop saying all publicity is good publicity. It isn’t. If it were, crisis communications and issues management wouldn’t exist. A damaged reputation can take years to rebuild, which is why thoughtful planning and preparation matter.

Don’t assume we’re all extroverts. You might be surprised how many of us are introverts who simply happen to love strategy, storytelling and building relationships. We can work a room when needed, but many of us are perfectly happy recharging somewhere a little quieter afterward.

And one bonus request?

Trust the process. You hired your PR team for its expertise. Ask questions, challenge ideas and collaborate often, but remember that the best results usually come from partnership, not panic.