Even though he wrote the words several weeks ago and I am just now getting around to reading them, Bernard Gauthier wrote maybe the simplest, yet most amazing advice/insight for the world of PR I've ever read.
I think that people in PR can learn a lot about their industry from "The Tale of the Boy Who Cried Wolf." If you have nothing to say, don't say it, otherwise when you actually do have supremely interesting news to offer, people will already have blocked any contact from you as Stale-sy McOldNews.
In an attempt to make something old sound new, PR tactics often resort to some really denigrating tactics. Folks in the media are just as bright as the next fellow, and the extravagant use of BOLD ITALICS will certainly not change that.
It is the job of a PR exec to create news where news does not exist. But simultaneously, if the created news is boring or outdated, that function becomes obsolete and an absolute hindrance. It does make me wish, though, sometimes for some clients that practically publicize themselves. It would be nice to do Apple's PR ... dontcha think?
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