RLM PR, the guys who brought you the book Full Frontal PR sent out their latest newsletter a couple of weeks back. Unfortunately a work back-log meant I couldn’t have a read of it until today.
The missive includes an interesting, well-written article by Richard Laermer on “Hacks versus Flacks” and other pieces on Sponsorship and Healthcare.
However, one story that caught my eye was written by Michael Princhinello entitled “Industry-Schmindustry“.
Michael believes it’s what you know not who you know that matters.
“In reality, who you know means nothing�reporters get fired, they change beats and they never owe you a favor. It�s all about what you know.”
Now I would agree that a good PR person, is a good PR person regardless of their industry. Good practice is essential, but media relationships don’t matter? I disagree.
In support of his case, Michael gives as an example a campaign RLM did for an eye drops company that sucessfully secured ink in golf magazines….
Furthermore, in response to his own question about whether “focused” agenies are better he argues that:
“In most cases, the answer is no, because focus leads to boredom. Firms that (wrongfully) specialize in the fashion industry churn out the same mailings, pitch the same seven people, and think in a linear, repetitive manner.
It�s best to take your product, service or business to a firm that has proven they can get coverage in any industry because what you have will be a welcomed and exciting change�something new�just what every PR pro is hoping for. “
You see, I mostly disagree here. One of the most common complaints about PR people is that they don’t understand what they are pitching. Specialists are more likely to have an understanding of:
- The Market
- The Specific Media
- The Competitive Landscape
Now there is nothing to stop a generalist getting an understanding of these elements, but to say there’s no requirement for specialists is somewhat trite.
Many companies, particularly in the B2B business, get the best return not from USA Today but their trade magazine. And just as there is nothing to stop a generalist reaching into a vertical, there is nothing to stop a specialist reaching into the general media – as Michael points out – it’s what you know, not who you know…. ahem…
Good PR is about understanding the client’s business goals, their audience and the best vehicles for reaching those audiences.
If you are a solid PR practitioner you will succeed.
I have asked this question time and time again but no one has answered me. Why is it that PR people feel impelled to slag off their competition to promote their own services? Focus on what you are good at and let your competitors do the same.
Rash generalizations about the (in)ability of other practitioners doesn’t help anyone. And as a potential buyer, it’s not credible…
Murphy's Law 