PR’s Endangered Species List
It’s no doubt the PR industry is in an evolutionary state (aren’t most industries now days, anyway?). The rise of social media networks, the decline of traditional media consumption and the push for more authentic, two-way conversations has led public relations practitioners to not only evolve with the process, but serve as a more trusted client educator and advisor about how to navigate and communicate more transparently.
I came across this blog post this morning with a running list of “tired and fading PR industry words.” Andy Beaupre lists words and phrases such as “press tours” and “embargoes” on the endangered species list.
I agree with most of his sentiments – most of the journalists I speak to agree that the time and effort it takes to host a news conference (unless it’s something truly news breaking and it’s the only way to get the correct information across to a group of media) is not time well spent. They’d rather receive information pertinent to their audience in a succinct and efficient manner (hello, Twitter DM).
I’m glad to say most of the fellow PR practitioners I know in the business conduct their service in a way that’s valuable and measurable to the client. But it never ceases to amaze me when I talk to journalists or peers and hear horror stories about the way “it’s still being done,” either because the client mandates it or because the PR practitioner isn’t keeping up with the times.
Check out the full blog post and see if these words are on the list of things you used to do (right up there with walking to school uphill in the snow both ways) or if you still use most of these methods in your day-to-day activities. I’m not saying all of these tactics need to be thrown out – but rather it’s a good reminder to continue to ask yourself who is your client trying to reach and what’s the best strategy to help communicate with them. Are you keeping up with the times?