The Old Myth: Controlling the Message

In my early days as a PR professional, the common perception of PR was that we could control the message. PR was often viewed by business as an adjunct of advertising, a one-way “push” communication. While PR was designed by its nature to be two-way communications, most did not employ its two-way function. As PR professionals, we just had to “convince” the news media that our message was news, and give them information to support our message.

Of course, that was never exactly the way it happened. As crisis after crisis showed, no one could control a message forever. But unless a reporter dug deeper into the story, business could feel relatively safe in delivering carefully crafted messages that were reviewed and approved before any distribution.

Most clients would be incensed when a news story diverged from the main message about them. It was indeed a myth that control was possible, but the myth was so pervasive that people thought that was how-it-should-be.

The New Reality: Managing the Conversation/Telling the story

That era is definitely over. The Internet with its blogosphere and social networking sites has given a voice to everyone and anyone. Entire businesses have been developed to monitor blog sites and keep track on what is being said about whom. Most corporations are not organized to deal with this new reality. Most corporate hierarchies are structured in old media paradigms (advertising, corporate communications, marketing) that segment communications and try to control it.

Today, the key to marketing communications is to look at it as a conversation, and to help direct and manage that conversation. Just as in any group conversation, a well-timed fact, or supported opinion can do much to direct it into a positive direction. And, while it is upsetting for corporate officials to read ranting raves from uninformed individuals, those raves are only interesting for a short time. Smart organizations can be proactive by looking at ways their communications professionals can join the conversation and manage it.

Transparency Means Performance Is More Important Than Ever

With more eyes on us, the business operations are more transparent than ever. A disgruntled employee or customer can make quite an impact on the web. Similarly, unsubstantiated claims or messages will be debunked quickly by those who know. Performance was always the fist part of PR (first comes performance, than comes recognition as my friend Nat Read says) and it is now even more important. Do what you say you are doing, and do it well. When you mess up, admit it quickly and take steps to make sure it doesn’t happen again.

You Are a Target – Don’t Be Surprised

Every organization is a potential target these days. One of my clients used to tell me, “Judy, don’t do too good a job at getting us media coverage, I don’t want to be a target.” I was astounded to hear that, but the sentiment pointed to the reality of exposure = target potential.

News media is only one source for exposure now. The Internet provides access for anyone to write, photograph and film and “expose” your work. Understanding this, and embracing it allows organizations to make use of it instead of being victim to it.