 |  |  |  |  |  |  |
Unfortunately, like Lawyers & Sales People, the industry of
Public Relations is under constant assault – partly from an
old school thinking stigmatism of PR Executives being
Professional BS artists – and partly for a percentage of our
industry who actually exemplify that image to a tee.
At Rising Sun Public Relations, we want to help you spot the
BS artists because your time and money are irreplaceable.
Below are some key words to watch for as you are searching
for the firm that best meets your needs (which hopefully will
be us).
Watch for These Words and Phrases
Honestly – Be attentive to firms who use this word as in
“To be honest with you.” If you hear it a few times during
their intro presentation, it might be a good idea to tell them
to hit the rocky road. When anyone says “To be honest with
you,” you have to question everything else they’ve said prior
to that as potentially BS. What they’re telling you with that
phrase is, ‘Well, we are not BS’ing you at this moment.’
We Think Outside the Box – Run away as fast as you can
and call in the coordinates to the F-16 bombers. It’s the
most over used and abused phrases in sales and in PR. True
innovate firms would NEVER use that phrase because it’s
bland and EVERYONE else uses it.
Synergy – An overly used word that reached it’s golden age
during the dotcom era. It’s a total BS word. ‘Synergy’ means
working together. That is it. Don’t let any firm make you
believe it’s some new cutting edge trend or a discovery
stolen from a lab in NASA that they are privy to.
Guaranteed Press – It DOES NOT exist for anyone except
for the President of the United States, a Hurricane, and
opposing sides in the Middle East conflict. Most PR firms
have executives with established contacts in the press
(some the highest levels, some at your local media outlets).
Regardless how strong those contacts are, nothing can
influence them more than breaking news. A news alert
always takes precedence over any pitched story by a PR
Specialist unless the story ties into it (expert on topic, etc.).
Another thing: VERY IMPORTANT
When you are out searching for that perfect PR firm to
represent you (which hopefully will be us), you should ask
them how many hours of sleep they plan on losing due to
worrying about the success of your business. If they say
zero or their number is a fraction of the hours that you
regularly lose, run away quickly. The correct answer to that
question is: countless hours. An excellent PR firm never
stops thinking about or worrying about the success of their
clients.
Public Relations is under constant assault – partly from an
old school thinking stigmatism of PR Executives being
Professional BS artists – and partly for a percentage of our
industry who actually exemplify that image to a tee.
At Rising Sun Public Relations, we want to help you spot the
BS artists because your time and money are irreplaceable.
Below are some key words to watch for as you are searching
for the firm that best meets your needs (which hopefully will
be us).
Watch for These Words and Phrases
Honestly – Be attentive to firms who use this word as in
“To be honest with you.” If you hear it a few times during
their intro presentation, it might be a good idea to tell them
to hit the rocky road. When anyone says “To be honest with
you,” you have to question everything else they’ve said prior
to that as potentially BS. What they’re telling you with that
phrase is, ‘Well, we are not BS’ing you at this moment.’
We Think Outside the Box – Run away as fast as you can
and call in the coordinates to the F-16 bombers. It’s the
most over used and abused phrases in sales and in PR. True
innovate firms would NEVER use that phrase because it’s
bland and EVERYONE else uses it.
Synergy – An overly used word that reached it’s golden age
during the dotcom era. It’s a total BS word. ‘Synergy’ means
working together. That is it. Don’t let any firm make you
believe it’s some new cutting edge trend or a discovery
stolen from a lab in NASA that they are privy to.
Guaranteed Press – It DOES NOT exist for anyone except
for the President of the United States, a Hurricane, and
opposing sides in the Middle East conflict. Most PR firms
have executives with established contacts in the press
(some the highest levels, some at your local media outlets).
Regardless how strong those contacts are, nothing can
influence them more than breaking news. A news alert
always takes precedence over any pitched story by a PR
Specialist unless the story ties into it (expert on topic, etc.).
Another thing: VERY IMPORTANT
When you are out searching for that perfect PR firm to
represent you (which hopefully will be us), you should ask
them how many hours of sleep they plan on losing due to
worrying about the success of your business. If they say
zero or their number is a fraction of the hours that you
regularly lose, run away quickly. The correct answer to that
question is: countless hours. An excellent PR firm never
stops thinking about or worrying about the success of their
clients.
