I’ve been reading a book on media relations that’s been a great resource for me: Media Training 101 by Sally Stewart. It’s a good primer on smart PR tactics when working with press.
The interesting thing about the book is that it’s primarily geared toward executives and business people. Not PR pros.
Why is that funny? Having worked with quite a few execs throughout my career, I can’t imagine them having the time to read a book on media relations strategy.
Many of my clients can’t find time for a good night’s sleep, let alone the 4-6 hours it takes to read a 300-page book. You understand this when you get e-mail responses from your CTO after 10 p.m. at night and realize they’re still hard at work.
Which is what led them to hire a PR firm or consultant in the first place. The reality is it takes quite a bit of training to develop smart communication strategies for your brand.
That doesn’t even take into account the man hours needed to implement the plan once you put it together.
Reading through those pages is a reminder of how much training good PR pros need in order to prove their worth as true experts in communication. This now includes knowledge of traditional media outlets, key audiences, social media platforms, and any other new communication tools pop up along the way.
PR is a lot of hard work and the bar of excellence is high. If you’re a PR pro, you know how tough it is, and if you’re a journalist or blogger, you value the good PR people that are out there.
If it wasn’t challenging for companies to communicate effectively to their various audiences, the need for PR wouldn’t exist. And that’s why good PR, the kind that uses communication tools intelligently and gets results, will never die.