The Scary Side of Public Relations
By Rosemarie Ascherl-Lenhard, Public Relations Foreman
It’s that spooky time of the year — so it seems like a good time to rehash some of the aspects of public relations that can be the scariest to clients.
We find the realm of public relations to be fun, exciting and consistently fresh, but some areas of our field can be scary to our clients. Here are the top five fears people have about public relations, and why you shouldn’t be spooked by them.
1. You can’t control what the media does with a story once you’ve given it to them.
“Earned media” is highly credible because readers know that you didn’t purchase the space to promote your company. Public relations and media relations professionals cultivate positive relationships with media, we work with these folks on behalf of multiple clients most of the time so we’ve built the foundation for positive coverage before they even get your story. In B2T public relations, we’re working with trade publications primarily and their goal is to be a source of helpful information for their readers.
It can be scary not to see the actual article before it’s published, but with long lead times of trade media, it can be a sweet surprise to see your words in print.
2. Negative comments on blogs and social media.
Your responses to negative comments offer an excellent opportunity to show off your wonderful customer service. Negative comments happen, and if they happen on your social media, you can control the outcome with your response and the community response from your other fans. It’s actually scarier to hide your head in the sand or cover your ears when it comes to social media.