Thursday, May 3, 2007
King of the PR Jungle
After a few months of learning the ropes that define the perpetually changing communication industry and the epidemic that is blogging, I feel confident enough to share some insight on how to approach the often overwhelming industry while utilizing the viral nature of blogging and the internet to make a name for yourself. The PR realm is unique in that you are only as good or valuable as other people "think" you are. It's not who you are on the inside, but what you do that defines you to the public. Image is everything and you must have something to offer in order to be embraced. In that sense it's kind of like high school all over again, only now you get a paycheck instead of a date with the head cheerleader. Competition is vicious and you better hide your lunch money. Here are a few tips to help you survive in the PR jungle. "What kills a skunk is the publicity it gives itself"- Abraham Lincoln
The key to success is the same as in comedy... TIMING
This notion is especially relevant in the PR industry. A slow news day can cost you your job, just ask Don Imus. As humans we are fickle creatures and it is essential to acknowledge when we as consumers are ready and willing to embrace something new as well as recognize when we have become oversaturated and tired of hearing about it. Be a trend setter, but don't ware out your welcome.
NETWORKING
Never before has it been more important to be the popular kid. To make it in this business, not only do you have to know EVERYBODY, but they have to LIKE you as well. People have a much harder time saying "no" to someone they like. It does no good to be infamous in this crowd. You have to be recognized and respected for the right reasons. Your success depends on knowing everyone from the intern in the mailroom whose dog just had puppies to the CEO who is cheating on his wife. Names and faces are not enough anymore. If you know details, people think you care and if people think you care then they are more willing to do your bidding. Subtlety and flattery will get you a long way, but be careful not to appear as if you are using anyone. The PR industry is like a sorority... but now if you get blackballed, you can't pay your bills.
"Credibility is very much like virginity. Once you lose it, it is impossible to regain." - Israel Scoble
KNOWLEDGE IS POWER
In order to thrive, you must be ahead of your competition as well as your audience. Read the newspaper, watch the news, and know what is going on in the world and especially your industry. With the luxury of technology there is no excuse for not knowing what is shaping and influencing the very world you are trying to manipulate. In order to know your audience you must first know what they are being told about the world they inhabit. People in general are interested, but not motivated. There are very few fact checkers left in the world. This means it is your job to enlighten the often naive general public and provide them with innovative, "life changing" information and opportunities.
"PR means telling the truth and working ethically - even when all the media want is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity."- Viv Segal, MD of Sefin Marketing.
EMBRACE & UTILIZE NEW TECHNOLOGY
We would all still be living in caves had we not been willing to embrace and utilize the tools at our disposal. Possibly the most important tool I discovered this semester is the potential and undeniable impact of blogging. No matter who you are or what you believe in, you can create a blog to share your perspective on the world we live in. Blogs are the only source of modern communication that are essentially free and unbiased. There are no editors, no censorship, no political agenda to adhere to or boss to make happy... Just your ideas and the potential of an infinite audience. Consequently, the world is finally hearing the ideas that previously would have been silenced by the majority leaders and major media conglomerates. Now more than ever it is essential that we recognize the power of this medium and utilize its potential to the fullest extent. Since blogs have been endowed with a sense of legitimacy among the general public, we have seen bloggers utilize their influence to dramatically shift the stock market, campaign for presidential candidates, expose government and Fortune 500 secrets forcing established politicians and multi-millionaire CEO's to find new jobs, and even expose Paris Hilton's cell phone number. No topic is taboo and therefore no matter what your niche, you will always find an interested audience.
"“While a journalist is writing about my blog, I’m blogging about his journalism. This is change,” Jonathan Schwartz, president and COO of Sun Microsystems
BE PROACTIVE
PR is an eat or be eaten environment. There is no room for the docile. When your job depends on fresh and innovative insight, you can't wait idly by for the next big project. You are responsible for finding your future. If an opportunity finds you, chances are it’s probably already too late. In order to prevail in the corporate chess match, you must take it upon yourself to strategically test the market, research your competitors, set trends, and have an active influence in what society embraces as the "norm." Your either changing the world, or merely consuming it...
"The public is the only critic whose opinion is worth anything at all." Mark Twain
Great Link for more extensive PR advice
The key to success is the same as in comedy... TIMING
This notion is especially relevant in the PR industry. A slow news day can cost you your job, just ask Don Imus. As humans we are fickle creatures and it is essential to acknowledge when we as consumers are ready and willing to embrace something new as well as recognize when we have become oversaturated and tired of hearing about it. Be a trend setter, but don't ware out your welcome.
NETWORKING
Never before has it been more important to be the popular kid. To make it in this business, not only do you have to know EVERYBODY, but they have to LIKE you as well. People have a much harder time saying "no" to someone they like. It does no good to be infamous in this crowd. You have to be recognized and respected for the right reasons. Your success depends on knowing everyone from the intern in the mailroom whose dog just had puppies to the CEO who is cheating on his wife. Names and faces are not enough anymore. If you know details, people think you care and if people think you care then they are more willing to do your bidding. Subtlety and flattery will get you a long way, but be careful not to appear as if you are using anyone. The PR industry is like a sorority... but now if you get blackballed, you can't pay your bills.
"Credibility is very much like virginity. Once you lose it, it is impossible to regain." - Israel Scoble
KNOWLEDGE IS POWER
In order to thrive, you must be ahead of your competition as well as your audience. Read the newspaper, watch the news, and know what is going on in the world and especially your industry. With the luxury of technology there is no excuse for not knowing what is shaping and influencing the very world you are trying to manipulate. In order to know your audience you must first know what they are being told about the world they inhabit. People in general are interested, but not motivated. There are very few fact checkers left in the world. This means it is your job to enlighten the often naive general public and provide them with innovative, "life changing" information and opportunities.
"PR means telling the truth and working ethically - even when all the media want is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity."- Viv Segal, MD of Sefin Marketing.
EMBRACE & UTILIZE NEW TECHNOLOGY
We would all still be living in caves had we not been willing to embrace and utilize the tools at our disposal. Possibly the most important tool I discovered this semester is the potential and undeniable impact of blogging. No matter who you are or what you believe in, you can create a blog to share your perspective on the world we live in. Blogs are the only source of modern communication that are essentially free and unbiased. There are no editors, no censorship, no political agenda to adhere to or boss to make happy... Just your ideas and the potential of an infinite audience. Consequently, the world is finally hearing the ideas that previously would have been silenced by the majority leaders and major media conglomerates. Now more than ever it is essential that we recognize the power of this medium and utilize its potential to the fullest extent. Since blogs have been endowed with a sense of legitimacy among the general public, we have seen bloggers utilize their influence to dramatically shift the stock market, campaign for presidential candidates, expose government and Fortune 500 secrets forcing established politicians and multi-millionaire CEO's to find new jobs, and even expose Paris Hilton's cell phone number. No topic is taboo and therefore no matter what your niche, you will always find an interested audience.
"“While a journalist is writing about my blog, I’m blogging about his journalism. This is change,” Jonathan Schwartz, president and COO of Sun Microsystems
BE PROACTIVE
PR is an eat or be eaten environment. There is no room for the docile. When your job depends on fresh and innovative insight, you can't wait idly by for the next big project. You are responsible for finding your future. If an opportunity finds you, chances are it’s probably already too late. In order to prevail in the corporate chess match, you must take it upon yourself to strategically test the market, research your competitors, set trends, and have an active influence in what society embraces as the "norm." Your either changing the world, or merely consuming it...
"The public is the only critic whose opinion is worth anything at all." Mark Twain
Great Link for more extensive PR advice
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