Gini Dietrich

Self-Hating PR Pros and the Change in Industry

By: Gini Dietrich | September 5, 2012 | 
113

A few weeks ago I was in a meeting with a prospective client. At the end of the conversation, the chief marketing officer said, “I see you don’t refer to yourselves as PR pros… and your proposal doesn’t have any mention of it. Why is that?”

I explained that when people say they need a PR firm, they really mean they want someone to get them stories, which is an ego-driven metric, and only one tactic of a larger marketing and communications program.

Even though we were ending the meeting when she asked, we ended up talking for another 45 minutes about this new world we live in and what public relations really does for an organization. Which is much more than getting someone on the front page of The New York Times.

What is PR Anyway?

The PR industry has, for a very long time, used media relations as the example when describing what we do because it’s tangible. Just like you can hold or view an ad, you can hold or view a story a reporter has written or produced.

But while media relations is fantastic for brand awareness and credibility, it doesn’t drive business results unless it’s integrated with other tactics.

And using media relations as “the thing” the industry does is doing us a huge disservice.

There are many other tactics we use: Crisis planning, monitoring and listening, issues management, messaging, creating and telling stories, speaking engagements, content development, events, guerilla marketing, internal communication, social media, lobbying, audits, market research, community development, influencer relations, blogger relations, word of mouth, contests, trends development, and more.

Some of us even integrate what might be considered more traditional marketing: Database development, email, search engine optimization, trade shows, search engine marketing, inbound marketing, gamification, and mobile technology.

When you combine tactics such as these, you have an integrated marketing and communications program that drives results – real results such as improved margins, shortened sales cycles, and increased revenues.

Self-Hating PR Professionals

But even the new definition of PR that the Public Relations Society of America announced earlier this year doesn’t help the industry:

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

It continues to refer to media relations as the only tactic in a communicator’s toolbox. It’s like saying you have to build a house with only one hammer.

So the industry has begun to see a move toward other descriptors of what we do (social media, marketing, integrated marketing communications). Meanwhile, many of us have stopped saying we do PR.

I grew up in a traditional PR firm but I’ve been smart enough to realize organizations will pay for your relationships with journalists only for so long. They soon want to know what’s next and how those relationships will help them grow a business.

That’s something most PR pros don’t know because it requires an understanding of how an organization makes money, the difference between a balance sheet and a P&L, and how margins affect profitability.

Those are things we’re not taught in school. And, unless you run the PR firm or start your own, the closest you’ll get in your career is managing a budget.

Let’s All Go to Business School

The fact of the matter is, PR pros need a business education. The major needs to move from the liberal arts college to the business school or at least require some business classes before graduation.

Sure, most PR pros are right brained. It’s essential to be creative enough to tell stories in compelling ways, to provide valuable information that helps others do their jobs, and to build relationships on behalf of organizations.

But the PR pro of tomorrow has to fight the black eye and learn everything they can about the business side of things. Otherwise they’ll always be known as media relations specialists. And that’s just not enough anymore.

A version of this first appeared on Sparksheet.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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113 Comments on "Self-Hating PR Pros and the Change in Industry"

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thornley
thornley
3 years 9 months ago
You are so right Gini. I started my PR firm in 1995. And we thrived with our traditional PR offerings through 2002. Then the world shifted – and kept shifting. Today, our hottest offering is video storytelling and production. That’s followed closely by design and online experiences. And then comes social media. Yes, we still offer traditional media relations (who doesn’t want to see their company positively mentioned in a national newspaper or trade mag?) However, the traditional are now part of an integrated offering that starts with discover and builds on this with strategies that are channel agnostic. Different… Read more »
ginidietrich
3 years 9 months ago

 @thornley That’s exactly what I was just saying to someone else in a different thread, Joe. It may very well be many PR pros already get this, but most clients do not. They still conjure up the days of getting on Oprah as their saving grace or, heck, the Mad Men days of creating a “controversy” in the grocery store over ham so people are inclined to buy. 

Jeffswildside
Jeffswildside
3 years 9 months ago

@ginidietrich @spinsucks It’s so refreshing 2see an opinion of ur’s tweeted that’s not borrowed or RT’d. I didn’t, read it of course

Sean McGinnis
3 years 9 months ago

Well. I don’t have to finish that half written blog post now. :). Well done.

ginidietrich
3 years 9 months ago

 @Sean McGinnis Oh goodie!

Sean McGinnis
3 years 9 months ago

W @ginidietrich as going to title it, “We’re not in Kansas anymore…” Now I can move onto much more important things. Whew. 🙂

ThePaulSutton
ThePaulSutton
3 years 9 months ago
Interesting. You’re not alone in ditching the term ‘PR’, although I think there’s still a very strong resistance from most agencies to moving away from it. PR is, after all, what they’ve always done. Where do they sit if they’re not a PR agency? And more to the point, prospective clients (at least in the UK) still search for PR agencies, not comms agencies.   That said, I’m totally with you on this. For me, the term ‘PR’ is now almost derogatory because of the implications of what it means, which you point out eloquently above. It’s such a limiting… Read more »
ginidietrich
3 years 9 months ago

 @ThePaulSutton I agree most clients search for PR firms…which is what SEO is for. 🙂 Let’s let the spiders do the job of helping prospects find us via the web and then we can do the part of educating them, once they land on our sites, of what it is we truly do. 
 
The term “storytelling” bothers me because, to me, it feels like it fits the spin perception. But it also is pretty descriptive, particularly when talking about content creation that is not sales-y, but I haven’t figured out a different work to describe it. Yet.

ThePaulSutton
ThePaulSutton
3 years 9 months ago
 @ginidietrich I think it’s the spin thing that I don’t like either. Got a half written post of my own on this topic. I recently did a competitor analysis for our agency and discovered that, virtually without exception, agencies (in the UK who I surveyed) refer to storytelling in one method or another. Whether it’s website or blog or Twitter or whatever. I don’t think clients know what it means (hell, half of the PR industry don’t know what it means) and it just smacks of bullshit. We ourselves are working on a different way of expressing this. It might take… Read more »
ginidietrich
3 years 9 months ago

 @ThePaulSutton It’s definitely going to take some time, but I like where you’re headed.

magriebler
magriebler
3 years 9 months ago
 @ginidietrich  @ThePaulSutton If you can imagine, I had “storyteller” as part of a job title in a former life and not once did I read a book to children sitting in a half circle on the floor. I finally convinced my boss to get it out of my title and off my business card so I didn’t have to keep turning down gigs at libraries, but in the meantime I did a lot of thinking about what it might mean and how it might direct my work.   I got to the place fairly close to where @ginidietrich landed: it’s about… Read more »
ginidietrich
3 years 9 months ago

 @magriebler  You had to turn down gigs at the library. LOL!!

magriebler
magriebler
3 years 9 months ago

 @ginidietrich It was too bad. I can really wow those three-year-olds.

ThePaulSutton
ThePaulSutton
3 years 9 months ago

I totally agree,  @magriebler  I understand storytelling, you understand storytelling and @ginidietrich (probably 🙂 ) understands storytelling. But the library thing (love that!) illustrates perfectly what I mean. As a term for what we do or what it means in a marketing context, it’s BS. Although I may now change my job title from Head of Social Comms to Head of Storytelling just for laughs…

magriebler
magriebler
3 years 9 months ago

 @ThePaulSutton  @ginidietrich Be careful. Your local library will be all over you if you do that.

HowieG
3 years 9 months ago

I like what the PRSA is doing. Of all the Advertising Trade Orgs there is really only one I care to join and be a part of. the ARF (Advertising Research Foundation). the DMA. the AAAA’s. I really don’t care. Maybe one day I have to join because a client will require it. But I see often these trade groups aren’t really focused on their member’s clients as they should be…or their members…but the group itself. And that is where they start becoming meaningless. Go PRSA!

ginidietrich
3 years 9 months ago

 @HowieG I’ve been a PRSA member my entire career and I’ve been pretty vocal about some of the changes it needs to make, particularly in some sort of regulation of the industry. But, overall, they do a very good job for their members.

KenMueller
3 years 9 months ago
This particular post is going to be required reading for my students this fall and spring. And it makes me think about how we’re teaching this stuff in schools. At the college where I teach in the spring, my social media class is within the marketing department and is primarily taken by marketing students. There is also a PR major within the communications department, and while I get a few students from there, I’m curious as to how this works itself down the line as we continue to separate these disciplines. Should there be a more interdisciplinary approach that merges… Read more »
ginidietrich
3 years 9 months ago

 @KenMueller Part of the problem, I think, is education still lumps sales and marketing together. And marketing is more than communications – it’s also about product and placement, which PR wouldn’t touch (at least not in the near future). I have to think about what the right educational track would be…this is good brain food for me.

KenMueller
3 years 9 months ago

 @ginidietrich It could be a really fun exercise. And it makes me wonder about the MBA programs at a lot of schools as well. 

barrettrossie
3 years 9 months ago

 @KenMueller  @ginidietrich After having worked with a young MBA lately… I’m not sure $35,000 a year can teach inexperienced youth as much about marketing as the handful of blogs I subscribe to…

ginidietrich
3 years 9 months ago

 @barrettrossie  @KenMueller HA!

barrettrossie
3 years 9 months ago

 @KenMueller  @ginidietrich The $35K referred to tuition, natch.

jasonkonopinski
3 years 9 months ago

 @barrettrossie  @KenMueller  @ginidietrich So. Dang. True. 

jfouts
jfouts
3 years 9 months ago

@geoffliving hmm. Have PR folk really stopped calling themselves that? Only the progressive ones?

geoffliving
geoffliving
3 years 9 months ago

@jfouts I stopped in 2008/9. But I think there’s a larger discussion of PR being primarily earned media that the post missed.

KDillabough
3 years 9 months ago
Yes! PR pros need a business education. As do chiropractors and bakery shop owners and salon owners and all the others who have “technical” knowledge, but don’t necessarily know how to run a business that imparts that technical knowledge. It pains me to see people trained in a skill/profession with little to no training or education in business. I’ve dealt with business owners who can’t even read/understand their financial statements. So yes! We need to get to people in high school, long before college, and teach business basics. (and don’t even get me started on financial basics, like understanding how… Read more »
ginidietrich
3 years 9 months ago

 @KDillabough I’m a great example of that. I went out on my own because I was really good at my craft and I knew there was a better way of doing things. But I had NO idea about running a business. It’s been really good for me, but it’s also been a very hard, and expensive, lesson.

KDillabough
3 years 9 months ago

 @ginidietrich I see many people who are skilled, proficient and passionate about what they do, strike out to run a business that does that “do”. If only our educational system would also include business training, at both high school and college level, that very hard, expensive lesson could at least be lessened. Experience is a great teacher, but having resources, support and business training can help avoid some of the inevitable bumps along the way.

barrettrossie
3 years 9 months ago

 @KDillabough Why Kaarina, that sounds like like a book I’m reading!  Thanks for recommending E Myth. Why didn’t you recommend it to me 17 years ago?

KDillabough
3 years 9 months ago

 @barrettrossie I paraphrased Gerber’s statement: “Just because you know the technical work of a business does not mean that you can run a business that does that technical work.” I also love the:
See young Sally bake pies.
See young Sally open a pie-baking business.
See young Sally become old Sally:(Wish I coulda’ been there for you 17 years ago! I’m still thinking we should do a he said/she said book review when you’re finished reading it:)

EricaAllison
3 years 9 months ago
Love, love, love this post! I just had this conversation yesterday, literally, with a client who was quite upset with us because we didn’t gain them their ‘usual’ spot in the Sunday paper (Labor Day weekend, mind you) to promote their upcoming musical event this Saturday. I calmly tried to ask, “well, do you really think the 18 other measurable metrics we’ve accomplished for you will only work if that one article runs, on that one day, that is so crowded with festival nonsense, no one would read it anyway? Do you not think the other items we’ve accomplished for… Read more »
jasonkonopinski
3 years 9 months ago

 @EricaAllison That’s my girl. Preach it. 🙂 

ginidietrich
3 years 9 months ago

 @EricaAllison This is a good combination with yesterday’s post. I’m thinking about offering performance-based pricing to a few clients, but this is one client I wouldn’t do it with…not if their business model doesn’t work. Unfortunately, these are the things you don’t find out until you really dig into someone’s business. 

ginidietrich
ginidietrich
3 years 9 months ago

@bhaines0 And SEO…

brianbreid
brianbreid
3 years 9 months ago
This all kind of makes me sad. The “relations” part of “public relations” seems to be falling into disrepair. Technology has somehow convinced huge numbers of people that PR is infinitely scalable, and that if you send enough cookie-cutter emails to enough bloggers or get on the first SERP for your key search term or push your content though enough online channels, you’ll automatically succeed.    Too often left behind are those soft skills of building relationships and forging alliances, ensuring that the storytelling is aimed at people who are ready and willing to hear your narrative (and carry it… Read more »
ginidietrich
3 years 9 months ago
 @brianbreid I think you and I are having different conversations. I don’t disagree with you. What I don’t think, though, is it’s all about relationships. It’s part of what we do and people buy from people, but the relations piece isn’t what makes the phone ring or the register ring. But it’s the perception of people hiring PR pros that that’s what we do…and that we’ll do it immediately. If we’re focused solely on the relationships aspect, it takes a loooooong time to build those and, you’re right, they’re not scalable. But there is a lot more to it that, when… Read more »
brianbreid
brianbreid
3 years 9 months ago
 @ginidietrich  @brianbreid Oh, I think you’re probably right that we’re talking past each other. But the idea that PR shouldn’t call itself PR is kind of a hobbyhorse of mine, so I felt compelled to go (slightly) off-topic.    The business/metrics question is a hard one. To take a recent example: the American Cancer Society blogged last week in support of Lance Armstrong. It was a sterling example of what a well-cultivated relationship can bring. That was a brave post, and one of great value to Livestrong. But it’s damn hard to measure that value. And that’s the nut that I would love… Read more »
ginidietrich
3 years 9 months ago
 @brianbreid I think the difference is ROI is return on investment…which means it has to relate to some sort of financial business goal. But there are also other things that go into it – such as brand awareness and credibility – that don’t have an ROI. Sometimes that’s just intuition (I know you’ve heard someone a time or two say they wish they were still doing PR because no one is talking about them anymore – duh) and sometimes companies spend tons of money on big brand awareness studies.    That’s why integration is so important. You need both: ROI *and*… Read more »
brianbreid
brianbreid
3 years 9 months ago

 @ginidietrichYou’re absolutely right. But I would still love to measure the feel-good stuff in dollars and cents. It’s not impossible (I bet you can put a financial figure on Netflix’s communication snafu last year), but it is very, very difficult. 

ginidietrich
3 years 9 months ago

 @brianbreid Now THAT I agree with. Me too. Me too.

trackback

[…] Dietrich has been led to a similar place. In provocatively titled post, Self-Hating PR Pros and the Change in the Industry, she writes: “A few weeks ago I was in a meeting with a prospective client. At the end of the […]

bdorman264
3 years 9 months ago
Whew, I’ll bet you had to be quick on your feet to come up with all that, huh? I’ll also bet you were able to charge more after it was all said and done……   Seriously, that did sound like a lot; does it take a ‘team’ to handle an account or do you assign a person? If you are that in-depth with an account, can a ‘team’ realistically handle multiple accounts? What is the saturation point where they are stretched so thin you actually see diminishing returns?    I know I work with ‘teams’ and depending on the activity… Read more »
ginidietrich
3 years 9 months ago

 @bdorman264 It definitely takes a team to manage an account. That’s the benefit of hiring an outside firm – you pay less than you would (in some cases) for one full-time employee, but get the advantage of having many brains thinking about your business.

cloudspark
cloudspark
3 years 9 months ago

PR is so much more than just media relations: http://t.co/mwbExakS via @SpinSucks rt @allenmireles #pr

Tinu
3 years 9 months ago

People all seem to like their world in pretty little boxes, and things go most strangely awry when they don’t get that. It’s gotten to the point where we seem to box ourselves in too. I’m hoping we’re at the leading edge of a culture change in which people are starting to see things from a fuller view.

ginidietrich
3 years 9 months ago

 @Tinu Don’t get me wrong, I also love my life in a pretty little box. I love my routine and don’t do well when I’m interrupted. But I also see the necessity in growth…and sometimes that means hard change.

morriswm
morriswm
3 years 9 months ago

@shonali @ginidietrich Good thoughts. My only quibble is that I’m not sure that all biz schools can provide the writing skills needed.

shonali
shonali
3 years 9 months ago

@morriswm @ginidietrich There’s probably no one school/type of school that can provide all the skills that are needed, right?

morriswm
morriswm
3 years 9 months ago

@shonali @ginidietrich Not unless they build a hybrid program. Perhaps next best would be for biz schools to encourage liberal arts minors.

shonali
shonali
3 years 9 months ago

@morriswm Exactly. I do know that @PRSA has been working on incorporating PR into B-school syllabi @ginidietrich cc @arthury

ginidietrich
ginidietrich
3 years 9 months ago

@morriswm Especially now – it’s all about text writing @shonali

barrettrossie
3 years 9 months ago
Why must you get so many comments on all your posts, it really takes too much of my morning each day…     I had the same problem with “ad agency” a while back. It was plain to see our industry shaking out: A very small group of traditional ad agencies were turning into Hollywood-style broadcast production companies, that are great at branding campaigns for major brands, but not for the kind of content development I was interested in. Meanwhile, some of the best ad agencies in the world were probably incapable of doing the things my clients were asking me to do.… Read more »
ginidietrich
3 years 9 months ago

 @barrettrossie  Gone are the days of being OK with the idea that you can spend a dollar and know that 50 cents of it is working…you just don’t know which 50 cents. Gone are the days of working your journalist relationships in order to get stories placed so you can claim millions of media impressions. Unfortunately, the big firms (as you illustrated) are still doing it this way so we’re definitely slogging slowly uphill. 

jamiepachomski
jamiepachomski
3 years 9 months ago

Will #nextgen #PR pros overcome forever-like tactician stigma? Story via @ginidietrich: http://t.co/mTfni6xB #publicrelations

commanderbroadside
commanderbroadside
3 years 9 months ago

God, take this screen away from me,
I can’t hack it any more,
There’s so little more to see,
And my eyes have turned too sore,
 
Knock, knock, knocking on Clients’ door…..
Ain’t gonna write releases no more……
The keyboard’s turned into a drag….
And I’ll soon wind up as a rag.
 
 
 
 

ginidietrich
3 years 9 months ago

 @commanderbroadside I have no idea what to say.

jelenawoehr
3 years 9 months ago

 @ginidietrich  @commanderbroadside Say this:
 
“Read my book, dude, and free your soul
Enjoy a comprehensive marketing role, and drift away”
 
–Jelena Woehr, Vice President of Classic Rock Parody and Beneficial Tapeworm Distribution, Arment Dietrich, Inc.

barrettrossie
3 years 9 months ago

 @commanderbroadside @ginidietrich @jelenawoehr 
 
How many pubs must we wine and dine
Before we at last take a stand?
How many times must we pimp the same old line
Until we establish your brand?
Yes and how many contracts must our agency sign
Before a high price we command?
Your press release my friend, 
Is blowin’ in the wind,
Your press release is blowin’ in the wind.
 
Thank you, thank you very much, you’re a great audience. 
 

samraatkakkar
samraatkakkar
3 years 9 months ago

@ancitasatija should be fun to watch this evolvement happen in India 🙂

ancitasatija
ancitasatija
3 years 9 months ago

@samraatkakkar hahha..I know…I will face the heat for a while I’m sure lol :p …you have fun watching hehehhe

Carmelo
3 years 9 months ago
Hey Gini,   Okay, you DO know I’m knew-ish here. But the topics you discuss are not at all new … still quite fascinating. I mean, it’s all about honesty and integrity (at least on the base level.) But, you’re going way beyond this.   So, you’re saying you’re not REALLY in PR. You’re a Business Consultant, a Marketing Consultant, maybe even a Financial Adviser of sorts? It would seem that this Public Relations business is passe’. Will this PR business go away? Will PR firms become Business Consultants or will BC’s add PR to the mix? Are you calling… Read more »
FashionistaChik
FashionistaChik
3 years 9 months ago

 @Carmelo I don’t think he’s calling for a new industry, I think savvy consumers determine the climate. 

ginidietrich
3 years 9 months ago
 @Carmelo I don’t know the answers to your questions. The big firms still thrive very much in the PR world. Some are adding digital capabilities (Edelman has 80 people worldwide focused on this, a very small percentage of their total employee base), but they’re doing so as add-ons, not as an industry change. It reminds me of the early 00s when PR firms were adding design and web capabilities so they didn’t have to outsource those things. So I don’t think the industry is going anywhere. But I do think the smaller firms (like us) have a huge opportunity to lead… Read more »
Carmelo
3 years 9 months ago

 @ginidietrich Yes, yes. Okay, thanks. Well, that’s great, then. Onward, Gini! Kick some butt.

BalbinasDrapes
BalbinasDrapes
3 years 9 months ago

@CiCiPRinLA PLEASE CHECK OUT OUR WORK FOR CUSTOM WINDOW TREATMENTS,BEDDING AND UPHOLSTERY http://t.co/rup7IayW THANK YOU

jelenawoehr
3 years 9 months ago
Hoo Gini. I think you stepped on some toes with this one. But, coming from someone who recently chose a comprehensive business degree (Organizational Leadership) over specializing in PR or Marketing, you’re totally right. I read the other day that CMOs have the shortest average tenure of any C-level position, because if the business goes downhill, the CMO goes out the door. That alone should say something about what companies expect from anyone who is part of the marketing organization: Revenue.   I’ve seen respected colleagues laid off because they didn’t get results, and as they go out the door,… Read more »
donbart
donbart
3 years 9 months ago

 @jelenawoehr Building relationships should be thought of as a strategy, not the end goal. People can and should be measured on the results, not the path the attempted to take to get there. Building relationships was never enough – necessary perhaps but not sufficient.  -@Donbart

ginidietrich
3 years 9 months ago

 @jelenawoehr I don’t disagree there should be (and are) people who paid to be super creative. Those people are usually in the creative departments of ad agencies and they’re backed up by account managers who know how to place the ads in the right spots in order to create results. 

rdopping
rdopping
3 years 9 months ago
Or build strategic partnerships with the right people. DIY is not always the best way to tackle a business.   I know, I know, it’s not that easy but if you think about it since PR people are right brain and really good at crafting a strategic direction for a companies communication plan and an MBA is left brain and can craft a really good management strategy then why would you want each to the other’s job?Sure the lines can cross an you can learn from each other but you are specialists and need each other to create a holistic plan for your… Read more »
ginidietrich
3 years 9 months ago
 @rdopping I’m not sure it’s about wanting the other person’s job. I have no desire to do product placement or planograms inside the big box stores. Ew. But I do see a huge need to understand how a business makes its money, if only so we can measure our effectiveness. Too long the PR industry has gotten by with measuring media impressions, which mean NOTHING. But it’s the standard metric because the industry has always used the excuse that you can’t measure PR and that we’re right-brained. That’s baloney.   I also recognize the fact that I am left-brained in a… Read more »
rdopping
rdopping
3 years 9 months ago
 @ginidietrich I hear you and believe me I get it. I deal with true right brain people all day and y job is to make them effective. It’s like coddling babies half the time.   All I was suggesting was that if you have the type of skills to help you sort out the metrics you need to change the way you do your job then you may be better off. So, if you want to understand how a business operates then hire an MBA to help you sort it through. That way you can focus on what you are good at and… Read more »
jgombita
jgombita
3 years 9 months ago

Why do you say that @donbart @RTRViews? And I’ve been promoting the use of “organizational narrative” (instead of storytelling) for 1 yr +.

donbart
donbart
3 years 9 months ago

@jgombita @RTRViews I’m with Gina & Rick on media relations focus, etc. Not sure ‘story telling’ is big enough either. I do like Org Nar

jgombita
jgombita
3 years 9 months ago

It was only in my TWELFTH “Bytes from the PR Sphere” column (on Windmill Networking) that I did my JOURNALIST Byte @donbart @RTRViews….

jgombita
jgombita
3 years 9 months ago

BTW @donbart @RTRViews I really don’t see WHERE in @PRSA’s definition of public relations does it talk about “media relations.” Big HUH?!

Lancew3oms
Lancew3oms
3 years 9 months ago
jasonkonopinski
jasonkonopinski
3 years 9 months ago

@ginidietrich TODAY!!!!

Kristinesimpson
Kristinesimpson
3 years 9 months ago

@ginidietrich Because I describe myself as a young PR pro 😉 cc @YoungPRPros

demokrathayvan
demokrathayvan
3 years 9 months ago

@crystweet Greetings from a friend from the Batman 2009 Project 😉

crystweet
crystweet
3 years 9 months ago

@demokrathayvan Hi! Time goes by so fast! Greetings! 🙂

demokrathayvan
demokrathayvan
3 years 9 months ago

@crystweet Any idea who I am? Follow, so that I can write a DM.

crystweet
crystweet
3 years 9 months ago

@demokrathayvan I have a few options but I’m relaying on your DM.

JerrySchram
JerrySchram
3 years 9 months ago

@ginidietrich Well said, Gini.

ginidietrich
ginidietrich
3 years 9 months ago

@JerrySchram Thanks!

JoelFortner
JoelFortner
3 years 9 months ago

@ginidietrich Loved this. And totally agree. Grade A perspective.

ginidietrich
ginidietrich
3 years 9 months ago

@JoelFortner I feel like I forgot to answer your syrup question about @allenmireles. She’s good. She likes the real stuff.

JoelFortner
JoelFortner
3 years 9 months ago

@ginidietrich Well that’s a relief! @allenmireles

allenmireles
allenmireles
3 years 9 months ago

@JoelFortner Hey Joel. Nice to meet you . Yep, only the good stuff. Please and thank you. 😉

JoelFortner
JoelFortner
3 years 9 months ago

@allenmireles We can be friends now! Congrats on joining AD. I’m a big Gini fan.

allenmireles
allenmireles
3 years 9 months ago

@JoelFortner thank you. And I am too. 😉

mitchellfriedmn
mitchellfriedmn
3 years 9 months ago

@ginidietrich Yet another reason why we are kindred spirits; PR people need to understand business. YES!! Why I work for MBA programs!

ginidietrich
ginidietrich
3 years 9 months ago

@mitchellfriedmn You should see some of the comments I’ve gotten today. Not everyone agrees.

mitchellfriedmn
mitchellfriedmn
3 years 9 months ago

@ginidietrich Not at all surprised. Why the profession continues to suffer (in my not so humble opinion).

mitchellfriedmn
mitchellfriedmn
3 years 9 months ago

@ginidietrich Tells me I need to write up presentation (referencing you & @dbreakenridge) about PR person as trusted adviser.

ginidietrich
ginidietrich
3 years 9 months ago

@mitchellfriedmn Ohhhh. You should do that!

mitchellfriedmn
mitchellfriedmn
3 years 9 months ago

@ginidietrich Need to do that to get everyone riled up once again.

dbreakenridge
dbreakenridge
3 years 9 months ago

@mitchellfriedmn I’ll have to thank my friend @ginidietrich f/mentioning me. PR person = trusted adviser 🙂 Looking forward to hearing more.

ginidietrich
ginidietrich
3 years 9 months ago

@ForthMetrics Thank you!

mdbarber
3 years 9 months ago
I, like you, struggle with the fact some people think PR is all about media relations. Where we differ  is whether it’s most/many/few/some. I like to think that many PR pros understand there’s a lot more to PR than media relations. I also don’t really see how the new PRSA definition discusses media relations. The fact is doesn’t is one of the things I liked about it a lot. There are so many ways we can build mutually beneficial relationships without doing media relations.    The part about understanding business is critical and something I’ve heard a lot about for… Read more »
ginidietrich
3 years 9 months ago

 @mdbarber I’m pretty pleased with the work PRSA is doing to get into the MBA programs. Perhaps it’s baby steps, but it’s definitely headed in the right direction. Unfortunately, though, I don’t things really begin to change until the global PR firms change. And, right now, they’re not willing (or able?).

UffeErupLarsen
UffeErupLarsen
3 years 9 months ago

@MTonnheim thanks for the retweet. 😉

Patrick Strother
Patrick Strother
3 years 9 months ago
Agree entirely with this blog. I often tell prospects and clients that: “We are business people first.”   Our agency was started 20 years ago based entirely on the premise of the value of integrated communications. People generally shorthand us as a PR firm, which doesn’t really bother me as long as we get to define what that means for us and our clients. We’re basically driven by creating value by out-communicating our clients’ competition, with the purpose of easing the selling process, providing margin support and fostering stronger sales growth.   In other words, we get our business objectives,… Read more »
ginidietrich
3 years 9 months ago

 @Patrick Strother I think that’s the big difference, Patrick. You understand how a business works. You understand how to read financial documents. You understand how an organization makes money. Without an intimate knowledge of those things, it’s pretty difficult to really affect a business’s growth.

PatrickStrother
PatrickStrother
3 years 9 months ago

RT @ginidietrich Why #PR needs to get down to business http://t.co/n2JhPzBY #cases4259

brilliantfork
brilliantfork
3 years 9 months ago

@ginidietrich oximoronic …

cegielski
3 years 9 months ago
Gini,   Your blog post caught my attention, not only because you reference PRSA but also because you discuss two issues that are important to the organization.   Good news regarding your mention of the need for public relations to be taught in B-schools is spot on:  We not only agree, we’re working on it!  In fact, in June we announced our new MBA Initiative which is a multi-year effort to advocate for the inclusion of strategic communication and reputation management in MBA programs. PRSA has partnered with five business schools – Dartmouth College’s Tuck School of Business, the University… Read more »
ginidietrich
3 years 9 months ago

 @cegielski Thanks for stopping by, Stephanie! It makes me happy to know PRSA is working with MBA programs. I really hope this helps our young professionals!

ginidietrich
ginidietrich
3 years 9 months ago

@alyciaedgar Thank you!

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