Embed Size (px)
Citation preview
WHAT'S WRONG WITH TRADITIONAL PR
Not all traditions should be upheld...
like foot binding and “traditional” PR.The Chinese practiced the “art” of foot binding for over a thousand years.
They had logical ways to justify their fees based on the quality of their work and overall outcomes; although, it’s doubtful they had a retainer model back then.
Fortunately, this barbaric practice was
banned in 1949. That said, a thousand years
is a long time for a tradition to exist that is
not only bizarre and absurd, but crippling
and debilitating to those that it
was practiced on.
Now think about this death
grip on crippling traditions in
relationship to PR.
Your adHERE!
The traditional PR that focuses exclusively on placements and exposure instead of results, the kind that is strictly tactical and strategically weak,
the kind that has no idea how your
business works, what your objectives are and speaks
in some indecipherable mumbo jumbo.
It fails to accept the fact that
PR is a subset.
Traditional PR does not work because:
It fails to be transparent.
Explain exactly what you are going to do and how you are going to do it in easy to understand terminology.
It refuses to be held to standard
business practices.
If you are asking for funding for a PR effort, what is the return on that effort? What will it cost to sell another book? Book another speech? Acquire a new client?
It creates empty metrics.
Eyeballs, viewership, readership, unless any of these are predictive indicators of a valid, measurable business outcome they are useless.
Now, just to be clear, this is about traditional PR. There are many creative, innovative, and results driven PR professionals out there.
However, a vast
majority continue to
cling to an outdated
way of thinking that
is detrimental to
their clients.
Certain traditions
are worth clinging
to because they
continue to be
relevant and
effective, but
things change,
and in the world of PR they do so incredibly rapidly.
If you choose to work with a PR firm that touts how traditional or great they are,
don’t be afraid to challenge their “logic.”
Sometimes tradition just means, “Something that may or may not have worked in the past but has no benefit to my organization today.”
WHAT'S WRONG WITH TRADITIONAL PR
thoughtleadershipleverage.com 917.741.1881 [email protected]
Copyright © 2014 Thought Leadership Leverage. All Rights Reserved.
