Three Words You'll Never Here Me Say

>“…You cannot fool all of the people all of the time.”   – Abraham Lincoln
>

One of the tricky things about working in public relations is that the field is ripe with misunderstanding. People have a hard time grasping exactly what PR is. Despite the fact that the PR industry is generally populated with dedicated professionals, a stereotype still exists of people deceiving the public for their own ends. So what exactly is PR? The best definition I’ve found is “the management of communication between an organization and its publics.” Therefore, three words you’ll never hear me say are:

  • Spin
  • Image
  • Schtick

These words buy into the myth that public relations is all flash and sizzle, with no real substance. If that were the case, I would have left the profession years ago. In reality, public relations is about authenticity. The best PR programs identify and communicate what’s unique and real about a company, product or service.

Quite often my clients have fascinating stories to tell. They haven’t told their stories because:

  • They don’t know how
  • They’re busy
  • They lack perspective on what people will find most interesting about them

My role is to get to know the company, its people and its current situation so that I can identify and share newsworthy information to benefit all involved. This information is always based on fact, not fluff.  Not only does this drive consumers to my clients, but it keeps them with the right company for the right reasons.

This article may be reprinted when the copyright and author bio are included.

©2009 Barbara Wayman, BlueTree Media, LLC.

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