I’ll be speaking at a student career day in a few weeks, and while I have some ideas I’d like to share with the students, I thought I’d do some online research to see what others in the PR business are telling students about the public relations field.
In the course of that, I ran across a particular blog post that out of respect to its author I won’t attribute his name here, but I will take a few minutes to counter a running theme in it.
The theme is, “In PR, we should stop trying to fit in with everyone else. We need to stand out.” Tied to this, the PR pro advocated heavily for self-promotion as a way to get your career moving.
First, in the public relations field, yes, the goal is not to strive for sameness. Differentiation is often a strategic facet of what we do, but it’s not the mission or mantra. Even then, there are certain ways to stand out when that’s important. Keep in mind, people often behave in many ways that get attention, but all too often it’s the wrong kind of attention.
This is not a new mindset. Back in the days of ink-stained editors in smoke-filled newsrooms, stereotypical publicists had a mantra: “It doesn’t matter what they say, as long as they spell my name right.” It was a fallacy then and it is now.
To be sure, the writer of the post I cited spends his days in marketing communications within the confines of an ad agency that focuses on consumer marketing. In that narrow niche, it’s not uncommon to rely more heavily on standing out for attention’s sake.
Oftentimes, you’re selling a commodity against other commodities. The transaction is consistently simple. You’re always selling something. It’s always to the masses. And in the end, the thing you’re selling at its core is no different than the competition.
In those cases, the only things that will make your product stand out are the packaging, the marketing, the art, the social, the gimmicks, the taglines. Do anything to get noticed. It’s all about just getting noticed.
But the truth is, in the decades I’ve worked in PR, “getting noticed” has never been the overarching mission even when the purpose of the program has been to sell something. Effective marketing is smarter than that.
More often, the mission is to make credible and productive connections with the right people who can help our organizations achieve some business or organizational objective.
In a crisis, the mission may be to make sure everyone is safe after an accident, and to make sure all of the right people know what’s happening.
In the workplace, the mission may be to make sure every employee has a full understanding of the competitive pressures a company faces and what each person can do to help the company achieve the larger goals.
Even in our most common discipline, media relations, the goal isn’t always just to get noticed. Oftentimes, it’s to connect with the news media’s viewers or readers on matters much more comprehensive than selling a commodity product. Not too long ago, a media relations program I handled on was centered on educating the public on energy and environmental issues.
The point is, if I were a student reading the blog post that I cited at the start of this post, I would come away with a very narrow view of the PR field as nothing more than creative grandstanding. That’s a narrow and amateurish view of PR.
When the writer advocated for self-promotion as a means to get ahead, he didn’t couch it. Apparently, he believes no-holds-barred self-promotion is the way to go, most likely because it has helped him. I’d venture that he may not realize the number of times he may have hurt himself in this way.
The truth is, while we all have to establish ourselves in our careers and create a “personal brand,” if you will, shameless self-promotion is a sure way to alienate coworkers, managers, some existing clients and more than a few potential clients.
In the end, a career in public relations is not all about self-promotion and trying to be different just to stand out. It’s about connecting with people using proven means, or coming up with new and creative ways if that’s what’s required to get the job done.
If you’re considering a career in PR, the most critical thing to know is that public relations is not all about, “Look at me!”
More to the point, it’s better to adopt the belief that if you’re my audience, it’s all about you.