My first post on the new PR Week blog is up.
And so far, everyone who’s commented on it is in wholesome agreement.
So there’s another first.
PR Week blog: politics and people exposed
Sara Luker of PR Week: “I was wondering whether you’d be up for writing a regular blog for us, to run on our web site. We want to expand that type of content and your blog makes me think you’d provide some interesting stuff.”
Me: “Of course. I’ve love to. Thanks. Do you appreciate quite what you’re letting yourself in for?”
And so it began. I’m going to write a fairly regular blog for PR Week that tackles some of the political and people-related issues of PR. The stuff that most people privately acknowledge goes on or is an issue, but few discuss publicly. Some posts are bound to be more probing than others, but I’ll try to get under the skin of some of the more sensitive issues that too many PRs shy away from. Expect the odd droplet of sauce.
The content will be exclusive to PR Week so you won’t see me blatantly pillaging it here. I’ll poke you with it from time to time over Twitter et al. But I’ll only double up with stuff on the blog if I really wind someone up to the extent that further commentary or retorts are needed. Not that those shenanigans are commonplace of course.
Here’s what the explanatory blurb says, so you know what to expect:
So it’s often said that PR is a people business. But there’s typically scant frank discussion of the practicalities, challenges, conundrums and headaches associated with working with those people – how teams of PRs, be they in an agency environment, in a communications department or in a broader business context, work together to do their jobs. Why? Well, often people are chicken. Some avoid confrontation by ducking the issues. We don’t like to cause offence, naturally. But as the workplace goes through tumultuous change, the people and the politics are things that every PR ends up having to deal with, even if the messier bits are sometimes swept under the carpet. This blog will sometimes put a sharp probe into the softer parts of the PR game. Be warned.
I’m working on the first post now. More soon. And thanks again to Sara for the opportunity (and listening to whatever it was I was saying about tadpoles).
The PR person of the future will be an utter know-it-all
It used to be that certain media stereotypes befitted the PR industry. We worked hard to get away from them, talking about being consultants rather than suppliers, bigging up our strategic significance.
Today, the PR person comes in all manner of shapes and sizes. In many ways, we are a symbolic reflection of the diverse, fragmented, rapidly evolving and somewhat nervy media we work with.
We now have these types of PR people, amongst many others:
- Moderately experienced female PR, invariably blonde, lives Fulham, very comfortable with conventional media and tries hard to play lip service to social media
- Young digital pup, of-the-moment trainers, the hair of the commercially innocent, social media slurper but does not read the papers really
- The experienced senior director, a fondness for expensive moisturisers and knows PR is changing, but looks in the mirror each day and really wishes it wasn’t
- The overworked agency stalwart, dabbles with social media, sometimes surprises with digital acumen, but employer does not give them time to really learn the digital ropes so conventional remains the bread and butter
- The extreme digital enthusiast, made a personal vow a year ago to practically abandon conventional PR and bathe in the heady waters of digital, often tweets about pets and weather
You may recognise some or all of these.
Not clones, but better skilled
But in the future, the PR person will become much more of a standard item. Of course agencies will always look for diversity and range of experience when building the right team and the right culture. But the set of skills will become more regular across the team. And those skills will be a good deal more sophisticated, as well as comprehensive.
As Speed people covered at a Social Media Week breakfast this morning, our view is that PRs of the future are going to need to be experts in all corners of the media, and how to use editorial techniques to do commercially-valued things for clients. Social, print, broadcast, all types of media. Animal, vegetable, mineral, as The Bishop of Bath and Wells (pretend) once said in Blackadder.
The PR person of the future will need to be a complete know-it-all. We’ll need to know how the newspapers work (and boy is that changing fast), how social networks evolve and what has greatest influence at any given time, how ripples effects can be created and PR’s role in a rapidly changing marketing mix.
PR and advertising: let’s sort it out
Danny Rogers at PR Week has picked up on the latter point. He has also touched on why PR may need to hire people from beyond PR. My view on that is that is only one part of the picture: too many PR people have simply not been given encouraged (or had the foresight) to learn the skills they will need in the future, which is why some agencies may be thinking broader. The bigger picture is that PR must grow up and work with advertising to establish the mutual value we can create for clients.
Face it: PR must stand up and be counted
But first, we need to upgrade PR. How we gather insight, the ideas that will really work across diverse media, who the right influencers are now and for the long term, and how we can really, honestly, properly, confidently, unashamedly measure impact.
And the answer to the last point is not just about the latest slightly-better-than-previous-versions social media monitoring tools. It is more like what blend of tools will be more effective for each client, and above that how we can truly tell whether audiences have been influenced to act to our benefit, and when they will do so.
Speed’s approach to the skills challenge we now have in PR is bootcamp-like, but we feel the only way to ensure everyone across a PR business has the skills they’ll need for the future and that clients are coming to rely on. We make no apologies for this. We do not see how half measures or half-cock schemes will cut the mustard. We are working to ensure we are the consultancy that really cracks where PR – all of PR – is going amidst a diverse and fast-changing media.
We are not know-it-alls by any means, but – within the confines of public relations, and how the industry is changing – we aspire to be that. If you know what I mean. PR people who are experts across the new, broader remit of PR, rather than those who stick to our traditional knitting or cling to trends.
