It’s troublesome to me that events in the past few weeks have put PR agencies front and center of news stories. Our role as an advisor is to help manage the communications process and guide our clients (or organizations if in-house) to the best possible outcomes. When our assistance is needed in a crisis situation, we rely on gut instinct and past experiences to provide our best counsel.
We’ve all looked to news-of-the-day to see if we have a resource that will provide value to the story. But don’t go looking for a story that’s not there. And when that happens, you should expect to be called on the carpet – this is newsjacking in its worst form.
The situation in Ferguson is awful, horrible. And in the midst of all of it, there are stories now about the PR agency that has been brought on to assist the city with its communications needs. With claims they are not diverse enough, no one is discussing whether they are the most qualified to do the job. I’m not here to debate their credentials, but rather the fact that we’ve made this a story in the first place.
PR professional help manage the news, we shouldn’t be the news.