Sporting Brain

Guy Kawasaki posted a top-ten list from Margie Zable Fisher yesterday. The list was Top Ten Reasons why PR Doesn't Work. The list was fine; decent and simple information on how clients and firms can establish a better relationship. I felt as if the list could be boiled down to two things and I left a comment part of which stated:

As someone who has been on both 'sides of the fence' for a long time; you don't need a top ten list on why PR relationships fail. All you need are two things for success: 1) Set and re-set concrete expectations of each other from the very beginning and every day thereafter; 2) Pure, unfiltered honesty every single day; The most fruitful relationships I have had with PR firms and as a member of a PR firm are when we treat each other like we would a trusted colleague. It's a cliche for a reason...

Then I started going through the other comments and I was again dismayed at the perception of our industry, here are two that stood out (with quick snippets): Mike Johnston:

"A PR firm's role (to me) is to work through the traditional media channels such as TV and print (a necessary evil regardless of your personal opinions about blogs vs. WSJ)."

Dave:

"again, there are a few great PR firms (but mostly just individuals) who get blogs & social networks, but most don't. most don't blog themselves, and aren't really even casual users of many popular social media tools & services. this is a HUGE issue... sort of like doctors who smoke, or heart surgeons who aren't aware of the benefits of exercise & a low-fat diet. practitioners should know their trade. PR firms should understand blogging, and bloggers. most don't."

Tough to argue with either of these gentleman, since they have a perception of an industry that is hurting itself each and every day with poor tactics and misguided strategy. There is a reason why PR people are called 'flacks', 'spinners', and other misnomers. We, perhaps not you and me, but our industry overall doesn't understand the new form of communication that is occurring. But don't fear my communications brothers and sisters...there are smart people out there who actually practice the fine art of Public Relations and are doing it with social AND traditional media! They are pushing back on clients and becoming strategic partners, not a clip-producing sweat shop. You want to eliminate the acrimony that drips when someone says "PR"? Read these folks each and everyday; Phil Gomes' Blogservations Blogging Me Blogging you The Bad Pitch Blog A shel of my former self PR 2.0 PR-Squared New Persuasion Scout Blogging Marketing Roadmaps The Buzz Bin There are more! Who would you add to the list? /kff