How to take PR advice

This week, I've been having an interesting discussion with a fellow professional communicator about the value of a blog post (written by yet another professional communicator) we both read on corporate use of Twitter.

In a nutshell, I felt it contained valuable information; she disagreed, for a range of reasons, one of which being that it could lead readers to make decisions about using Twitter "carte blanche" in certain situations.


In PR, other than "be honest," don't use any advice "carte blanche"

While we weren't on the same page about the blog post we were discussing, I'm certain my colleague and I completely agree about this: don't follow anyone else's advice about whether you should use any tool or tactic "carte blanche."  Effective PR isn't achieved using templates -- though many, unfortunately, think that's the case.

There isn't a proven, right way to do anything every time; simply copying what some other organization did in a similar situation to yours won't necessarily work. And while we're at it, simply copying what you did the last time you were in a similar situation with the same audiences won't necessarily work, either.

The field is always changing.

The foundation of any good strategy in communications is knowing your audience. But that doesn't mean knowing their ages, genders, income levels, geography, etc. etc. -- it means knowing what makes them tick, what they care about, whom they're listening to and why. And those things are constantly changing.

Think about your own behaviour. Do you do the same thing every day, watch the same TV shows every night, visit the same websites on a scheduled basis? Do the people you follow in social media say the same things, time and time again?

Or do your behaviours and the external factors that influence them change over time?

Of course, they change. Which means the best way to reach you changes, too.

This makes the PR manager's job tougher - but is also why the PR manager has a job.

If people ran on predictable equations, "template" communication plans would be all you'd ever need. You would find out what your key audiences' habits and preferences are, and apply the appropriate plan for the situation.

But people don't run on predictable equations -- which means you need to always be interacting with your audiences to have a sense of where they're coming from (and where they're going) at any point in time. You can of course learn from what has and hasn't worked for you in the past, but you need to identify what's changed at your audiences' end to be able to address them properly.

Similarly, you can learn from what others have done in the past (hence the value of reading textbooks, blog posts, and presentations about their experiences); evidence of what has and hasn't worked for others can help steer us in the right direction, and can help us show why we're recommending what we're recommending.

But not because the tactic or tool will deliver exactly in our case what it did in the example: because it's one example that can give us a sense of what we might expect. Even more important than the results others have delivered using certain tactics, for our purposes, is how our situation is different from theirs. Only when we evaluate the two together can we really have a fair sense of what might work for us.


Take it under advisement

The only way to identify the best approach for your audiences in any given situation is to know the options, and know your audiences.

There are gazillions of textbooks, articles, presentations, and blogs out there that will give you advice -- including this one! -- but you shouldn't ever just implement someone else's plan with your audiences. Unless their plan worked with your audiences, in your situation, and at this particular point in time (which is impossible!), it won't be as strategic as it could be... and it won't give you your best shot at success.

Think mainstream media is dead?

Think again.

Yesterday morning, many Winnipeggers (myself included) started the day with a bit of a challenge: how to get ready for work/school/whatever with low (and in some cases, no) water pressure. According to this morning’s Winnipeg Free Press, at around 7:30 a.m. a power outage affected three of the city’s water pumping stations, which caused the problem.

In my house, our first instinct was to check our own pipes (no problems). Second: check the street to see whether there’d been a water main break (no apparent problems). Third: call 311 (busy signal: uh oh, this must be a big problem – it’s not just us if 311 is overloaded). Wait it out, and rinse off.

But others had different ideas.

Call CJOB!

As I drove in to work listening to local radio station CJOB, I heard morning show host Richard Cloutier (who’d been at work long before the water problem) say that at the station, they’d noticed a momentary problem with the power, then their email system went dead, then the phones lit up with calls from listeners with shampoo in their hair – I’m sure both wanting to know what was going on, and wanting to complain about it.

Don’t discount mainstream media

These days, social media is the darling of PR conferences, webinars and professional development meetings; it’s our shiny new toy. There are people in our industry quickly re-branding themselves as social media experts, ringing the death knell for mainstream media, and recommending all-social media communication strategies to their clients.

For some clients, whose audiences exist uniquely in the online and social media space, that might make sense. But for the rest (who, I’d suggest, constitute the majority out there), it’s important not to ignore the power mainstream media continue to have to communicate with our audiences.

Don’t get me wrong: I am a social media evangelist, and I firmly believe that its tools give us unprecedented access to certain segments of our audiences – both for sharing information, and for building relationships. From my perspective, social media opens the door for PR to do what it has always strived to do: to establish and nurture two-way relationships with its audiences (at varying levels, of course).

But social media isn’t the be-all and end-all for strategic mass communication – at least, not yet. Many of our audiences are not using Twitter, and aren’t influenced by those who do. Many (it seems, more and more every day) distrust Facebook. Many don’t read blogs, or spend much time online at all. Many others do participate in social media, but aren’t able to determine whom to trust – and turn to mainstream media to make sense of it all.

These audiences rely on mainstream media, among other more traditional communication channels (e.g. calling customer help lines), to inform themselves about the issues that interest them. And as long as they do, good strategic PR will continue to take advantage of those means of reaching them.

As more amazing and revolutionary technologies come along, smart PR people will engage with them, will investigate them, will understand their strengths and weaknesses, and will figure out how to employ them to help clients reach their communication objectives.

But the really smart PR people will always remember to go where their audiences are.