It’s a Fabulous Time to Work in Public Relations

“There is nothing wrong with change, if it is in the right direction”

~ Winston Churchill

‘The Times They Are a-Changin,' sang Bob Dylan in his 1964 release; a song that quickly became an anthem for a generation seeking social justice. Today, too, changes abound and we have all become part of an answer-seeking generation. Nary a day goes by without someone writing about, or discussing, the ever-shifting media landscape. Whether it’s David Carr’s "The Fall and Rise of Media" in this week’s New York Times or Robloggr’s "The Future of the Newspaper is in the Device," people will continue to predict, analyze, speculate, complain or embrace the changes. Get ready, change is happening, whether you are prepared for it or not.

The media industry’s cuts, closings and bankruptcies have not only affected news dissemination, with more of our news coming from online, unconventional sources, but the changes have brought about significant alterations to the PR professional’s world. When I hear the word ‘change,’ it immediately morphs into the word ‘opportunity.’ I can’t help but feel excited about the potential that’s just waiting to be uncovered. Who wants to show up for work every day, doing the same old thing, without any gumption to be different? It’s an awesome time to be in PR, and not something to cringe at, regret or shy away from.

Sure, there are plenty of naysayers out there thinking public relations is about flacks, or that it’s not measurable or that publicity is all we do. Baseless comments are usually the result of ignorance and lack of understanding. To help with this misperception, PRSA even embarked on a new campaign this year, "The Business Case for Public Relations^TM" to drive industry recognition and growth "by helping professionals in the field educate key stakeholders about public relations’ functions and outcomes, demonstrate its strategic value and enhance its reputation."

While PRSA is to be commended for their initiative, we are all part of the solution to reshape internal and external perceptions of our profession. Without our own passion and involvement, what’s the point? Instead of cowering from the challenges, take hold of the changing media landscape and vast arsenal of communications tools and vehicles at your disposal and dive in with that same vim and vigor that attracted you to PR in the first place.

Hopefully, you are embracing the changes and are optimistic about your future. If you haven’t really thought about it (because you’ve been too immersed in updating your Facebook page), let’s get those wheels of creativity in your head churning again and ignite that matchstick of motivation that’s been waiting to be lit …

1. Become an adviser - not a task masker - to your client. Engage in the discussion at the start to identify goals that can be measured and tracked and activities that make a real impact. Start with the end result in mind, not the placement you hope to get today. PR campaigns need to be strategic and have more purpose than "mentions in 10 newspapers." Provide reports and updates (without being prompted) and make sure clients are hearing about industry developments from you, not a competing PR agency wanting to get their business! Align yourself with your client’s business – feel their pain and revel in their success. It’s not good enough anymore to just get the job done. It’s about exceeding expectations and surpassing the potential to deliver value, not fluff.
   

2. Dare to be different. Longtime friend and gut-check, go-to guy, Jonathan Kash, recently said, "The results from an effective campaign are greater than the sum of its parts. It's the unorthodox moves that can (will!) lead to greatness." PR initiatives today are more than a trickling out of placements; they need to be in sync with an overall marketing and communications plan and yes, more than a sum of its parts. You can’t just have a story idea; you must have the most compelling – unique – story angle with multi-channel potential.
   

3. Understand that measurement no longer means "counting clips." Katie Paine, a leader in communications measurement, said it best: "HIT stands for How Idiots Track Success." It’s up to you to monitor traffic, click thru’s, mentions and lead generation from your publicity efforts. Demonstrate PR’s contribution to increased revenue, customer engagement (and retention!) and ultimately, the bottom line. Show that your efforts have not only generated traditional publicity, but have also pushed the company to the top of search engine results, increased traffic to the Website and garnered interest among advocates. Remember, "results without a purpose just don’t matter!"
   

4. Be at the ready – all the time. Knee-jerk reactions will get you nothing more than a bruised leg (and ego!) in today’s always-engaged consumer world of nonstop chatter. Do your research! Follow what leaders in your client’s industry are talking about, track customer discussions and (this is the one to remember) anticipate the unexpected. Spot the trends that are around the corner and prepare your client for what has yet to happen. As Richard Laermer, CEO of RLMpr and author of "2011: Trendspotting for the Next Decade," emphasized in an interview with PR Newser, "In order to do good work for your client, you have to look at what's ahead." Proactive initiatives will propel you ahead, while slow, reactive scrambling will leave you forgotten and in a crumpled mess on the floor.
   

5. Don’t "pitch" – participate! Why use a one-way activity when there are countless opportunities for two-way communication, engagement and interaction? Never before have we been able to get to know reporters on such a personal level. When a reporter loses their job, it’s no longer, "Oh no, there goes my ‘In’ with that publication," it’s "I can’t believe that’s happening to such a great person." Get to know reporters, whether at events or on Twitter (plenty of lists to tap into), and follow the discussion and engage when appropriate (this does not mean overtly pitching a story when talking about last night’s episode of House). Keep track of the stories they’re covering, but also pay attention to the things that matter to them personally (family, movies, music). Familiarity, sincerity and understanding can lead to greater trust and respect.
   

6. PR is not an island. PR pros that still think they "don’t do marketing," are dinosaurs in a world of collaborative innovation. Online marketing functions are no longer separate and distinct from public relations - all marketing, communications and PR activities are interconnected. If you don’t understand how marketing and PR efforts tie into overall business generation, spend some time with career marketers, take business development courses and read Sales & Marketing Blogs. The overlap, correlation and synergy must be embraced and understood. Your clients will not only expect -but demand – that you do.
   

7. Reporters aren’t your only conduits. Recognize that a Wall Street Journal print placement is no longer the crème de la crème when your client would rather create buzz among customers on industry Blogs. We are surrounded by advocates and ambassadors and it’s up to us to listen to what’s being said on Blogs, LinkedIn, Twitter, etc. Tap into these communities and help clients to be responsive. The right comment on the right Blog can have a bigger impact on the bottom-line than an uninteresting quote in some regional newspaper left on a doorstep.
   

8. Be relevant; be interesting! There are many more media opportunities waiting for you to tap into. Whether it’s getting the right Blogger’s attention, or inciting a discussion on Twitter that gets a reporter's attention or multi-platform content generation, this is the time for you to reveal your talent – and demonstrate your knowledge. It’s no longer about smoke and mirrors; it’s about concrete facts and credible sources. Use an industry survey to position your client as a thought-leader or tap into industry research to back up a claim. Don’t sit idle and wait for others to "maybe think" your client is great. By showcasing value and tangible solutions, you’re not only seen as a problem solver, but a hero, in your client’s eyes. Be the smartest, most creative, attention-grabbing person in the room!
   

9. Press releases are not press generators, but they do serve a purpose. How tired are we of hearing that the press release has died on the vine? True, press releases are no longer in the arsenal of PR tools to "get press"; however, don’t discount their usefulness when used correctly. A well-written SEO press release can bring your client first-page visibility and improve the position of their Websites in the search engine results page. Tagging the right, relevant keywords can help your client increase the visibility of their announcement, new product or brand. Use wire services, such as Marketwire or BusinessWire; embed video; anchor text; incorporate photos; and create interesting/clickable headlines. If you have not yet tapped into a press release’s SEO capabilities, then it’s time for you to start learning!
   

10. Have FUN! If you’re not passionate about what you’re doing – if you don’t love your job – then you’re in the wrong profession. Kevin Dugan reminded us in his "Three To Dos before 2010," "If you don’t like what you do, now is the time to change careers." Enthusiasm is contagious and the more passionate you are about what you’re doing, the more interest and attention you’ll generate. Waking up and starting the day is no longer hard for me … I genuinely enjoy my clients, embrace the challenges and love what I do. You should, too!