Public relations gets a lot of flack. It often stems from a misunderstanding of what is actually required in the role. From hedonistic party animals, to the bane of many journalists’ existence, PR people have been brandished with many negative stereotypes.
I will try to banish the common myths associated with PR by sharing a basic rundown of what actually gets done in the office (besides the daily tipple or two, and hanging out at the VIP section of the club during the weekends).
The Bad Spin
“Without PR, Cinderella was just a drunk princess who lost her shoes at a party.”
The PR spin is often mistaken for deceit, when it really is quite the opposite. We pride ourselves on conducting thorough research and coming up with creative story ideas to help enhance your brand’s credibility. We are honest storytellers with sincere motives and we are keen on sharing with the public what our clients do.
Never say no
Our aim is to run a campaign that meets our clients’ needs, and this leads to the next misconception – that we are pushovers incapable of saying no. Which leads to the accusation of incessant and irrelevant pitching. (For our fellow PR friends and marketers, here are some tips on pitching gracefully to the media).
In actual fact, we first listen to our client’s needs, then consult with them on a suitable media strategy, and establish clear expectations on what we can deliver. We foster confidence and reassure clients that sometimes, the story they want to tell is not going to fly with the media or public. It’s our job to help them craft a message and strategy that will be valuable and of interest to news outlets.
Sticking to the old school
Some traditional PR methods still stand the test of time, but as consumer trends evolve, so does PR. Old PR approaches would include writing a press release and pushing it to media. These days we’re looking at all the channels available to a brand to reach out to their audience. This means staying on the pulse of changes in marketing, social media, search engine algorithms, inbound marketing and much more – these trends provide fascinating user insights that will complement traditional efforts.
Good PR is more than hardselling stories to journalists or glorifying brands to sway public perception – we are about telling engaging, newsworthy and truthful brand stories across the most suitable platforms. Only then will the media and public start trusting a brand and its products.
To find out how Mutant can help with your PR efforts, drop us a line at hello@mutant.com.sg.
Disney – Cinderella Castle Mosaic Selective Coloring image by Joe Penniston is licensed under CC BY 2.0.