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Statements a PR individual shouldn’t take severely


Through the years, I’ve been referred to as many issues throughout my PR profession:

  • A gatekeeper,
  • a purveyor of false data,
  • a distorter of the reality,
  • a defender of the indefensible,
  • a maverick,
  • and a cynic.

The primary 4 feedback had been made to me by journalists who didn’t know me personally, despite the fact that they had been by no means true as a result of as a reporter and editor for a number of years previous to becoming a member of the PR enterprise, I might by no means purposely mislead the media. The maverick remark was by shoppers, who admired my out-of-the field strategy to the established PR tenets that dated again to the times of the Neanderthals. And the cynic by high-ranking executives, after I toiled for nearly 25 years at Burson-Marsteller (though being a maverick didn’t at all times make administration completely happy, it by no means prevented me from being assigned to handle or play key roles in nationwide and worldwide flag ship accounts).

The rationale I used to be referred to as a cynic is as a result of I believed that the praises I obtained from high administration was nothing greater than sand castles on a seaside that may ultimately be washed away by the incoming waves. (Maintain the massive workplaces and fancy titles and present me the cash was my motto lengthy earlier than it was utilized in a film.)

Under are statements that I’ve heard over time in our enterprise that shouldn’t be taken severely. Individuals who have been within the PR rodeo for some time know higher. Sadly, newcomers to our enterprise take them severely.

  • Together with your expertise, you’ll at all times have a job right here.
  • You’re making a mistake by leaving. Your profession path right here has no restrict.
  • Stick to me and as I advance you’ll.
  • You’re like household.

For the nice majority of staff, working at a PR company may be in comparison with the ups and downs of the inventory market

Throughout a bull market, monetary advisors look nice and all the pieces is rosy. That’s much like an company that’s experiencing development. However when the market tanks, the rose-colored glasses turn out to be foggy. That’s much like an company that loses an account or two and forgets the guarantees made to staff.

Throughout my nearly 25 years at Burson-Marsteller, the place as a senior counselor and troubleshooter I labored with extra individuals than some other particular person, (I used to be recruited after 10 years from a smaller nationwide company), I refused administration’s request to place individuals on the firing checklist as a result of I believed there was a flaw within the hiring course of.

I additionally was at all times trustworthy when requested for my recommendation

The truth is, my recommendation to practitioners who requested my opinion about leaving for a brand new job was, “Do what’s greatest for you as a result of the company will do what’s greatest for it.” I as soon as was referred to as on the carpet when excessive administration discovered that I gave that recommendation to a well-thought-of worker. My reply was, “I’ve to look within the mirror each morning when shaving.”

Often, I might present an individual a laminated slogan that was given to me at my first PR job, at a political agency. It contained a line that Nicola Machiavelli wrote in “The Prince”: “The promise given was a necessity of the previous: the phrase damaged is a necessity of the current.”





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