Why PR doesn’t work

Guy Kawasaki has a good top ten list of Why PR doesn’t work. (Actually, it’s pretty pro-PR but explains the reasons in terms of poor relationship management.)

I think there are times when PR won’t work, even if the the client and the PR firm are communicating well. There are also times when PR doesn’t work because, frankly, the PR industry is inefficient, cynical and expensive. Worst of all, PR companies – whose job is communication – often do a really, really bad job of communicating.

Here are some examples.

• Failure to use blogs and other new media. See: Boeing vs. Airbus.
• Dreadful press releases. See: Press releases for human beings and The worst press release ever.
• Abuse of surveys.
• Treating bloggers like conventional journalists (i.e. not very well and without understanding the medium)
• Not understanding what a story is.
• Lying outrageously. See: the top ten lies of PR companies.
• Abusing case studies. See: the fall and rise of the case study.

Despite the tone of these comments, I’m not against PR firms per se. In fact, I collaborate with several good ones. But I do feel that there needs to be some kind of fundamental change in the way they function. I think writing has something to do with it. But then, I would, wouldn’t I.

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