More Than Prayer
As a PR person, it makes sense that my first real post on this blog would be about the interesting article in The New York Times this weekend about tech PR. It focuses on Brooke Hammerling, a super connected tech publicist, whose client launched the new Web site Wordnik.
Much of the story focuses on Hammerling, a tech veteran and interesting character, who employed a social media public relations campaign to raise awareness for the site. A big point the reporter wants us to take note of is how the media and PR biz are changing with the growth of social media—and the tech industry is a leading indicator. The article challenges the “traditional” role of media and public relations.
Some business people say that because journalists would rather hear stories directly from the entrepreneurs who are genuinely excited about their companies — rather than from publicists’ faking excitement — the role of publicists becomes less crucial. Glenn Kelman, chief executive of Redfin, a real estate Web site, says he has never hired a P.R. person. “Besides,” he says, “with the real-time Web, there’s no time to vet every message through three layers of spin.”
A few bones to pick from my perspective: I don’t believe it’s efficient or effective for a CEO or anyone integral to the daily operations of a company to spend his or her time pitching media. Successful organizations are built around strong teams with distinct roles. I had a boss once who wanted to show solidarity to a group of us who had the unfortunate job of mailing boxes—in 10 minutes, he got in the way and then somehow cut his hand and started bleeding everywhere. Executives need to build teams that can handle these tasks competently on their own.
I also want to take a moment to knock down the idea that PR people are “faking excitement.” I firmly believe that in order to be successful in PR, you need to find real, authentic enthusiasm in your work. Success grows around passion. If you don’t love what you do, people can tell.
Of the commentary I’ve seen across the Web so far, I think Michael Arrington at TechCrunch has offered the most interesting thoughts. I would like to focus on his larger thesis: Today, more than ever, PR people need to be strong, independent counselors.
Somewhere my college PR prof Bill Sledzik is cheering. I’ll admit, as journalism student, I thought he was full of crap with his talk about PR striving to “get a seat at the table.” Only when I joined the world of newspaper and magazine journalism and then later PR, did I come to appreciate what makes “good” public relations: building consensus and relationships. Professor Sledzik has a great post on the 2-way symmetrical model of PR. It’s what I strive to achieve in my own career.
