I’m not including a link, because generally speaking, this is a case of not wanting to feed the trolls. Over at Forbes, some guy wrote a post saying that nobody should pay for PR if they aren’t in a major organization. This brought the PR defense out onto the field, including Stephanie C from PRSA. Next thing you know, it’s a party.
OK, maybe not a party. Instead, it was a comment Battle Royale, with wounded PRs insisting that PR had value, and the writer asking for ROI figures as proof. Not awareness, not reputation, real money. Katie Paine ran in and offered her 30 examples of PR driving sales, and many others (including a great post from Gerry Corbett) supporting the bloodied public relations profession. The writer, meanwhile, agreed that PR had value, but not for smaller enterprises who really need to convert prospects to dollars.
I thought about commenting myself, but in the end, it’s just a post with a link-bait headline and a pretty half-assed set of complaints about high retainers and lack of sales as a result. Yawn. What’s interesting to me is the reaction from the industry. I mean, look, I say all the time that ROI is just one useful measurement of public relations — there are all kinds of things that organizations need we PRs to do other then sell. We certainly can, and do, do that, and often at much lower cost than our pals in marketing.
All marketing is communication, but not all communication is marketing.
As I’ve said about 20,000 times, attempting to reduce all value to the monetary leads to all kinds of mischief. If it’s just about revenue, get rid of your overhead departments entirely. Let managers take care of HR matters, use outsourced legal, stop internal communications, forget branding, make business units manage their own financials, and don’t bother with community relations or government relations… Yeah, right.
The biggest error in that guy’s thinking is that PR can be done by amateurs. Hey, if it’s only about getting your local media to cover you, just reach out to them, it’s easy, he says. Send a letter or email, do a list of media influencers on Twitter and tweet to them. Of course, unless what you have is newsworthy, you’re going to fail. Part of what we PR people do is counsel our internal or external clients on what constitutes news. We do all kinds of stuff that has value, but no direct contribution to sales. It’s not required. We help make a field more fertile for sales, we don’t plant the seeds, pull weeds (well, maybe we do that…) or spread fertilizer (except in political PR. Just kidding. )
In the end, if we add value, organizations invest in us. If we don’t we’re out. Some of that will be ROI. Some of it will be common sense. We want to help our organizations win in the marketplace. How we do that is STRATEGY. And no matter how smart a business owner may be, chances are a professional public relations person can do a better job of creating comms strategy than he or she can.