The Problem-Plagued PR Industry
The New York Times had an article Sunday about the state of the PR industry. It focused on the pressure of large PR firms to deliver bottom-line profits to their corporate parents (WPP, Omnicom, etc), and on the ethical dilemmas that arise when PR firms – in order to meet their numbers – get involved in politics.
But it completely missed the larger point about what's wrong in the industry. Public Relations has lost all credibility in the last decade because its professionals spend their days shoveling out meaningless drivel and syrupy spin. Most PR people are knee-deep in what we call the Hard Sell Trap. And the more they try to declare, assert, and proclaim that their client is great, the more we suspect they are up to something. People just seem to like an idea better when it's not being force fed to them.
When’s the last time you read a press release that was clear and straightforward? Most of them are dripping with superlatives like best of breed, leveraging best practices, combining industry leading synergies, etc, etc. And usually, they’re not announcing news – they’re just shamelessly trying to butt in on someone else’s news. For example, check out this ultra suave pitch that was sent to Business 2.0:
The industry needs to raise its standards. PR has always had somewhat of an image problem, but in the days when information is free, no one needs a go-between to package up some supposed "news" and send it our way. We can get it ourselves. And get the truth.
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Don’t forget about our FAQ contest (maybe it should be a press release contest!). We’re looking for the most inane FAQs you’ve ever seen – from your company’s website, a competitors website, an executive memo during a time of crisis management, etc. Send ‘em in. We’ll post the best ones, and send the winning entry (the most bizarre FAQ) a copy of the Bullfighter CD.
But it completely missed the larger point about what's wrong in the industry. Public Relations has lost all credibility in the last decade because its professionals spend their days shoveling out meaningless drivel and syrupy spin. Most PR people are knee-deep in what we call the Hard Sell Trap. And the more they try to declare, assert, and proclaim that their client is great, the more we suspect they are up to something. People just seem to like an idea better when it's not being force fed to them.
When’s the last time you read a press release that was clear and straightforward? Most of them are dripping with superlatives like best of breed, leveraging best practices, combining industry leading synergies, etc, etc. And usually, they’re not announcing news – they’re just shamelessly trying to butt in on someone else’s news. For example, check out this ultra suave pitch that was sent to Business 2.0:
As you cover Carly Fiorina's resignation from HP and seek sources who can speak to the hurdles CEOs face in executing their business strategies, I'd like to put you in touch with BTS USA, the leading global provider of simulations for business strategy implementation. BTS is charged with working with senior management in the Fortune 500, helping them bring sound company strategy to life through customized simulations that help top executives, managers and employees live and breathe the new strategy. Instead of being buried in a consultant's report, money-making and cost-saving plans and principles become ingrained in the most valuable strategic asset the company possesses, its people. A key partner for organizations seeking to align around new business strategies, BTS has created customized simulations for over 300 top-tier companies and 500,000 participants in more than 50 countries since 1986. The strategy implementation solution for 22 of the Fortune 500 companies, BTS enables corporate America to accelerate change and profit improvements.
The industry needs to raise its standards. PR has always had somewhat of an image problem, but in the days when information is free, no one needs a go-between to package up some supposed "news" and send it our way. We can get it ourselves. And get the truth.
- - - - - - - - - - - - - - - - - - - - - - - -
Don’t forget about our FAQ contest (maybe it should be a press release contest!). We’re looking for the most inane FAQs you’ve ever seen – from your company’s website, a competitors website, an executive memo during a time of crisis management, etc. Send ‘em in. We’ll post the best ones, and send the winning entry (the most bizarre FAQ) a copy of the Bullfighter CD.
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