June 18, 2015
If PR is media coverage, what is publicity?
This is a question I’ve asked both industry peers and customers alike. While it’s a rhetorical question with customers, I’m always hopeful that somebody in my industry can explain it to me. Either that, or they’ll realize that what most ‘PR’ firms sell isn’t public relations at all – it’s publicity.
Most of the time my question is met with silence. It’s an awkward silence when the conversation is face-to-face and when the conversation is online I get no response.
I thought I’d ask it again today. The topic of the Future of Communications was being discussed at an event in London, England and so I hoped somebody might be able to offer an answer. I was disappointed, again. Or perhaps I wasn’t.
The best I got was from John Brown, Hotwire PR’s Head of Engagement [also known as @brownbare on Twitter] – and it was remarkably honest.
He’s right. It’s something I’ve long said. The problem is that publicity, or awareness, is what most PR firms charge thousands of dollars per month to deliver for their customers. And now John Brown says it has no real purpose, other than excruciating indulgence.
When I suggested PR was about building and maintaining relationships John was equally candid:
He went on to explain, when I cited the PRSA definition, crowdsourced from PR industry ‘pros’ that people where talking about Google + in 2012. It’s perhaps worth pointing out that some people still are – and I’m one of them.
So, if PR isn’t about relationships and publicity has no value, what exactly is it that most PR and publicity firms do? What is their value proposition? How are they justifying their expensive retainer fees?
Ah, I know… they’re content marketers these days! And, it’s all about storytelling and engagement.