The Costliest PR Mistake

Too often it’s the case that professionals, let’s say attorneys (since they are one of the main culprits in this scenario) hire a public relations firm and then go on either to tell the firm how to do its job, and/or to completely ignore the PR firm’s recommendations.  If their clients worked with them in that manner, they’d never win a case or solve a problem.   There are attorneys that hire PR consultants, religiously avoid returning calls until they need something done at which point they expect a release to be sent out yesterday, a story written and pitched in twenty minutes and the oceans to part on cue.  I realize that I might sound a bit harsh here, but I’m not exaggerating.  Okay, maybe the oceans parting is a bit of an exaggeration.  But just a bit. 

What often happens is that professionals, be they attorneys or physicians, or (fill in the blank) are so used to calling the shots in their respective fields that they’re unable, or unwilling, to realize when they’re dealing with issues that have nothing to do with their particular expertise.  They often assume they know what’s best, ignore recommendations from professionals and end up with predictably disastrous PR campaigns; they then go on to complain how public relations simply does not work.  The problems is, although they’ve hired a PR company, they’ve never actually launched a public relations campaign; they’ve simply paid money in order to call the shots.  Of course those types of campaigns don’t work.  It’s not unlike hiring a doctor then doing your own diagnosing, self-prescribing - and then complaining you’re not getting any better.

There are professionals in every field that make this mistake.  Sure, there will be times that a PR firm doesn’t work out, but you’ll never know if you don’t give them a chance to utilize their expertise.   If you hire professionals that know their field, you work with them and give them enough time to launch a campaign, chances are, and your PR efforts will be successful.   The bottom line is, if you’re going to launch a public relations campaign - really launch one!  Let it work for you.  It can brand your company, take you to the next level, grow your business and establish you as an expert in your field.   But, as with so much in life, for it to work, you sometimes have to get out of your own way. 

Copyright © Anthony Mora 2009