The PR Industry Needs to Get Back to Basics
For the past 25 years, I've witnessed the public relations industry evolve. From the rise of digital media and social platforms to the explosion of data analytics and AI, our field has been in a constant state of transformation. And while innovation is vital, I'm convinced that in our rush to embrace the new, we've drifted pretty damn far from the foundational principles that truly define effective PR.
It’s time for the PR industry to get back to basics.
I began my career in journalism, and that background instilled in me a deep appreciation for clear communication, genuine relationships and the inherent newsworthiness of a good story. In many corners of our industry, these fundamental elements seem to be overshadowed by a relentless pursuit of the latest shiny object.
What do I mean by back to basics? I'm talking about a renewed focus on:
Genuine relationships over superficial connections: In the rush to build vast media lists and leverage automation, are we sacrificing the genuine, human connections that once defined media relations? A solid relationship with a journalist, built on trust and mutual respect, is worth a thousand generic email pitches. Understanding their beat, their deadlines and what truly interests them allows us to serve them valuable content, not just spam their inbox. This is the heart of earned media, and it remains the most credible form of communication.
Compelling storytelling over feature dumping: In a recent post, I highlighted the need for a compelling story, not just a product. This isn't just for clients, it's for us as an industry. We need to remember that our core job is to identify, craft and tell stories that resonate. This means digging deeper than a press release boilerplate, understanding the human impact of a product or service and translating complex ideas into stories that captivate audiences and journalists alike.
Strategic thinking over tactical overload: With so many channels and tools available, it's easy to get lost in the weeds of tactics. But without a clear, overarching strategy, even the most perfectly executed campaign can fall flat. Basic PR requires understanding client objectives, identifying target audiences, analyzing the competitive landscape and then developing a cohesive plan that connects all the dots. Every tactic, from a social media post to a crisis comms plan, should flow directly from a well-defined strategy.
Measurable impact over vanity metrics: While we now have unprecedented access to data, are we always measuring the right things? Impressions and clicks are good, but they don't tell the whole story. Getting back to basics means focusing on tangible outcomes: shifts in public perception, genuine engagement, changes in behavior and ultimately, measurable business impact. It's about demonstrating true ROI, not just counting eyeballs.
Authenticity and trust over spin: In an age of skepticism, authenticity is currency. The foundational principle of PR has always been to build and protect reputation through honest and transparent communication. When we resort to spin or misdirection, we erode trust. The urgent need is to reaffirm our commitment to ethical practice and integrity.
The basics of PR are not outdated. They are timeless. They are the principles that empower us to be true strategic partners to our clients, to navigate complex communication challenges and to build lasting value. The new tools and technologies are incredibly powerful, but they are enablers of good PR, not replacements for its core tenets.
As we look to the future, let's harness the power of innovation, but let's do so with a firm grounding in what makes PR fundamentally effective: human connection, compelling stories, strategic foresight, measurable impact and trust. The urgency is now.
