Anyone CAN’T do PR*
January 30, 2009 by ShannonCherry
Filed under Marketing
Lately, I’ve been shocked at the number of people who claim they can do public relations – and charge people for it.
I’m not talking about skilled PR professionals who have studied and honed their craft. I’m talking about writers, online marketers and virtual assistants who basically say anyone can help get someone publicity.
It’s just not true.
Most of these people chargge a very low fee to write a press release – and claim you get get meida coverage by posting on the various press release sites on the Internet.
You can’t. Media are really hanging out at those sites – and frankly, I’ve never heard someone got media coverage by posting on there. I am sure someone has, but I have never heard a success story.
These people often point to ‘hits’ claiming that it means some journalists looked at the story. It doesn’t mean that at all!
Some people say the price is right to have one of these people write your release. I say, is it really?
A true PR professional will help you find the right media outlets, write the right story for those outlets, and help you when you get an interview.
After all, a press release without a strategy is worth nothing at all. You DO get what you pay for.
* Don’t get me wrong. I know there are some great press release writers out there. But there are too many who have no clue what they are doing.
Image credit: buelow, on Flickr
What a great post and high time someone addressed this issue. I didn’t get my degree in PR to have my chosen profession watered down by people who think they, too, can do what I do but for less cost. I say ‘go for it and let me know how that works out for you’ but honestly, can you imagine another profession that has so many pikers – jeesh!
I’m glad to see someone else standing up to this thought . I just posted (http://melyt.wordpress.com/2009/01/30/journalists-transition-to-pr/) about journalists assuming they can make the transition from newspaper to PR. It all reminds me of the “anyone can act” idea. People miss the subtle skills that are required.
My final thoughts on this subject: I once mentioned to a friend of a friend that I’m in PR and they replied as follows: “I was in PR at Wal-Mart. I was the greeter at the door, and had to say hello to all the shoppers.” Therein lies the problem with our profession!