Avoiding the Wussification of Public Relations

Thinking like the client has many obvious advantages, such as having a deep understanding of its pain points, being in a better position to align marketing and public relations initiatives with business goals, inside knowledge and easier navigation of sensitive internal politics and yes, even drinking some of the company’s Kool-Aid.  However, as PR people it is important that we understand that there is a clear distinction between the agency and the client side, since we can easily fall into the trap of losing our perspective and voice in affairs dealing with the media and analyst community. 

On the TV screen, public relations has often been portrayed as a “Yes, Sir” industry, which thrives on catering to our clients every demands (especially in entertainment PR). Even in conversation, a friend (and I use that term loosely) recently described public relations as “a kiss ass” industry, which obviously didn’t sit well for a self-respecting PR person like myself.  An education quickly followed, but I still feel this is the outside perception of us, which inspired me to write this blog.

This connotation is simply untrue, although I have worked at agencies where the client completely dictated the PR strategy and rebuttal was often very soft in fear that we would fall from their good graces.  As sweet as the Kool-Aid may be, it’s important to remember that we are the PR professionals and they are paying us for our expertise and not just to be an extension of their support system.  It is essential to not lose sight of the fact that we are and should always be much more than a communications vehicle for our clients but also serve as strategic business advisors as well.

It’s easy to be acquiescent and be content with just arms and legs stuff.  However, clients can get that anywhere.  Mediocrity is widespread. We provide true value when we challenge clients and provide unbiased business counsel based on our expertise, especially at times when their strategy is flawed or we simply have an alternative approach that can yield better present and long-term results for our clients.