It has happened before, and it will surely happen again.
What am I referring to? Clients who ask for public relations (PR) advice and then decide to do what they want to do in the first place.
In this instance, the client was faced with an issue involving false statements made about them. The other party made several allegations, all false, and the client wished to correct the misinformation and set the record straight.
They had drafted a statement themselves and wanted my opinion about it. The version they drafted refuted all the allegations point by point, which is good. However, it lacked strong key messaging, and I, of course, rectified that.
Unfortunately, they chose to go with their version of the statement, which, in my opinion, was defensive and a lost opportunity to convey the organisation’s key messages.
I have been in this profession for over two decades, and I should be used to such antics by now. Nevertheless, it still hurts. I keep telling myself that it’s part of the job. Other professionals like doctors, lawyers, and architects encounter such clients, too.
When PR professionals craft PR collateral – be it a news release, speech, or responses to queries – we take into account a great number of things. The basics include getting the facts right and ensuring that everything is within legal boundaries. Lawyers do this, too. Communication strategised and developed by PR, however, goes above and beyond these basics.
PR professionals ensure that all communication safeguards long-term image and promotes reputation building. When crafting any communication, PR counsels consider the nuances and sentiments of target audiences and society at large.
One of the cornerstones of PR is: “Any communication is an opportunity to deliver key messages and strengthen brand image and reputation.” Key messaging is fundamental in PR, and it is something I take very seriously.
So, when a client decides not to heed my counsel about key messages, I tend to take it personally. But I’ll get over it.
The better question is, will they – if they continue to ignore PR counsel and squander opportunities to communicate key messages?
Thankfully, the week was not a total disappointment. I was on a panel discussion with an advertising and branding specialist, and he acknowledged that today, the most crucial aspect of communication is brand building, building a relationship with customers and stakeholders, and emotional content.
He sounded like he was reading from a script that I drafted. This was one of my predictions for trends in 2025, and this is precisely what PR helps organisations achieve.
The year 2025 is the dawn of a new era for PR!
The views expressed here are the personal opinion of the writer and do not necessarily represent that of Twentytwo13.
