I love public relations. I consider it to be a scientific art form because it is both a precise technology with definite laws and specific results as well as a means of communicating ideas, beliefs and feelings as if it were a fine painting or a beautiful concerto.
A professional well trained in the tools of PR can weave a tapestry of such fine and delicate communication that the fate of a person, a group or a nation can be changed for the better.
So why do some people smirk when PR is mentioned as if it leaves a bad taste in their mouths?
My guess is that at some point in their life they were the victim of or witness to the misuse of the technology of public relations. PR is essentially communication. The communication is delivered through a vast array of tools. These tools include the old standbys or press releases and events as well as the new Internet darlings such as social media, Twitter, Facebook and countless others. However in order to truly communicate the message must be based on fact.
A fundamental law in PR is that what is communicated must be true. Now that I have the Internet to get out my client’s messages I am even more aware of the need for campaigns to be based on accurate and factual information. Campaigns based on fact win and those that don’t leave a lot of people smirking.
So before you send out the next press release, Twitter the next tweet or simply update a status on Facebook, remember that you have one chance to create a true work of art.
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