PR for PR: “Rah Rah”

On June 1, 2009 I started the RTC Publicity blog with the goal of it being a resource for clients or potential clients looking to educate themselves on PR: how it was done, what happened behind the scenes, when to expect results, and what was going on in the industry.

I have not strayed too far from that goal though I have gone beyond general PR principles to focus on emerging trends such e-Readers like the Kindle and the impact it would have on the book industry or the importance of social marketing to my clients.  I’ve even revealed a bit about myself along the way.

I founded RTC Publicity with a mission statement: to offer ethical public relations services to my clients at high value—with a very personal touch. Every time I get a new client I DO think of that statement. Even as things change for my shop and in the industry more broadly, the mission of my work remains the same.

Recently, I have been working hard with Jarett Quintana, someone I truly hope to hire in 2011, and together we are visualizing the future of RTC in the years ahead.

Another colleague wanted a primer on the industry and I recommended 2 books: The Father of Spin (history of PR) and Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR. I read The Father of Spin a long time ago (I consider required reading by any publicist, formally trained or no) and I decided to read Putting Public Back in Public Relations to see it from my colleague’s viewpoint but also see if there was something I could learn.  Though it contained mainly information I already knew, it was NOT a waste of time. If anything, it showed me that my development as a publicist and marketer took the right path, assuming the authors’ theory is correct as outlined below.

We have seen social marketing take off in the past couple of years.  Some resisted, some jumped on board right away and some eventually came around (I count myself as the one that eventually came around). The thing is, for success in today’s marketplace, to be a good publicist, it is necessary to “come around” and join the conversation: the dialogue about the change and the variety of conversations that are taking place on the web.

In the same way I don’t believe the printed book will ever die, I do not think traditional PR will ever die—there is a need for it. HOWEVER, it is my responsibility to my clients to stay true to my mission and evolve with the industry—and even go so far as to create trends. A year ago the word “traditional” PR was not a colloquial phrase in the industry. A year ago “social media specialist” became a new job. In 2010 things have come full circle.  People and companies have learned that it’s not enough just to know the technology but a PR mind must be behind the strategy.  It’s still all strategy.  Publicists have grown more into marketers.

That personal attention I’ve been committed to giving is still critical, even in an increasingly virtual world.  In the past, the “right way” to do PR was to blast your “pitch” as broadly as possible.  And there are still many that believe that is the right way.  There are even firms that freelance this kind of work out – “pitching machines.”   However, at this point, I’ve had much greater success, in sending 20 tailored pitches via email or phone each day than blasting 250.  Years ago, I was a blaster and clients loved it. They loved seeing the immense lists and how many contacts RTC was pitching their story to.  Today my lists are much shorter. However, I have taken that personal touch and given it to my media contacts by respecting their inboxes!

In the book Putting Public Back in Public Relations, co-authors Brian Solis and Deirdre Breakenridge say we need “PR for PR”. It’s so true. Too many bad apples have spoiled the bunch that is the PR industry generally.  But I know I am not a bad apple – and that there are many more out there like me.  Indeed, many of us have adapted and embraced PR 2.0. by creating our own unique combination(s) of traditional and digital PR. It’s fun to watch, it’s fun to play in the field and it’s fun to learn each day and invent new ways of publicizing my clients work – to new people.

Originally, I wanted to use this blog to educate and to be a resource for individuals about PR. Now I’m using it to get some “PR for PR.” RTC is headed to big places in 2011 and I hope you’ll come along for the ride.

Look out for new blog and twitter design from RTC Publicity by Holly Jenkins. Templates are changing fast!

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