It’s like hearing a long-distance runner turn down a plate of pasta the night before a big race or witnessing Cookie Monster refuse a plate of his favorite cookies (chocolate chip). You just can’t imagine hearing certain things from certain mouths without your world imploding in on itself.
That’s why, for the sake of humor and self-regulation, we’re exploring a few smh-statements that today’s public relations pros just never say.
“Writing isn’t my strong suit.”
Given that PESO strategies (paid, earned, shared, and owned media) are the new black when it comes to PR planning, it’s more important than ever that PR professionals possess polished writing skills that are close to if not at the same level as that of the reporters they’re pitching and the the articles they’re reading. Poor writing is no longer something that can be hidden behind the guise of “Well, I’m a relationships guy… that’s what our copywriter is for.” Exceptional communications and writing skills are fundamental PR musts.
Today’s PR pros know how to build effective social media strategies and they’re up to date on the latest social trends, including ephemeral content. They also know enough to not adopt every single social media platform that arises just for the sake of it. Not every platform is a fit for every brand. (Is Snapchat really necessary for your big-box auto parts client?)
“It’s all about impressions.”
We’ve graduated from AVEs and impressions and we’re now measuring in a far more sophisticated manner than we were 10 years ago. Impressions can still be a part of the PR measurement mix, but engagement, share of voice, power of voice, message pull-through, conversions, and more should be tracked too to give you a holistic view of how your PR efforts are moving the needle. One million impressions isn’t worth a cent if a reporter explained what your company does incorrectly, right? Impressions alone are just too narrow.
“My job is glamorous.”
Contrary to popular belief, the life of a PR pro can be the opposite of glamorous. Sure, we attend some high-brow events, tech conferences can be indubitably thrilling, and every once in awhile you may find yourself giddy with excitement if a New York Times reporter likes one of your tweets. But these are the exceptions, not everyday occurrences. Do you consider milling through data and analyzing blog performance glamorous? If so, well then, yes, our jobs are glamorous. Nevermind the rebuttal above.
“The boilerplate will have to do.”
Slip your toes into a journalist’s shoes and you’ll quickly feel the frustration they feel when they reach out for information and you either send them manufactured answers or attach your boilerplate and call it a day. Today’s PR pros know that every interaction is an opportunity to build a mutually beneficial relationship, and if you can help a reporter find the information they’re looking for you’ll soon be their go-to expert on that topic. Personalized messages and authentic interview answers are definitely the way to go.
“All press is good press, baby!”
Guys, please don’t. Just don’t. Your clients aren’t going to buy it, and neither does Judy.
On that note, what’s a one-liner that will never slip out of your mouth? Any PR pet peeves? Bonus points if you can keep the convo positive. 🙂