what's wrong with traditional pr - thought leadership leverage

WHAT'S WRONG WITH TRADITIONAL PR

Not all traditions should be upheld...

like foot binding and “traditional” PR.The Chinese practiced the “art” of foot binding for over a thousand years.

They had logical ways to justify their fees based on the quality of their work and overall outcomes; although, it’s doubtful they had a retainer model back then.

Fortunately, this barbaric practice was

banned in 1949. That said, a thousand years

is a long time for a tradition to exist that is

not only bizarre and absurd, but crippling

and debilitating to those that it

was practiced on.

Now think about this death

grip on crippling traditions in

relationship to PR.

Your adHERE!

The traditional PR that focuses exclusively on placements and exposure instead of results, the kind that is strictly tactical and strategically weak,

the kind that has no idea how your

business works, what your objectives are and speaks

in some indecipherable mumbo jumbo.

It fails to accept the fact that

PR is a subset.

Traditional PR does not work because:

It fails to be transparent.

Explain exactly what you are going to do and how you are going to do it in easy to understand terminology.

It refuses to be held to standard

business practices.

If you are asking for funding for a PR effort, what is the return on that effort? What will it cost to sell another book? Book another speech? Acquire a new client?

It creates empty metrics.

Eyeballs, viewership, readership, unless any of these are predictive indicators of a valid, measurable business outcome they are useless.

Now, just to be clear, this is about traditional PR. There are many creative, innovative, and results driven PR professionals out there.

However, a vast

majority continue to

cling to an outdated

way of thinking that

is detrimental to

their clients.

Certain traditions

are worth clinging

to because they

continue to be

relevant and

effective, but

things change,

and in the world of PR they do so incredibly rapidly.

If you choose to work with a PR firm that touts how traditional or great they are,

don’t be afraid to challenge their “logic.”

Sometimes tradition just means, “Something that may or may not have worked in the past but has no benefit to my organization today.”

WHAT'S WRONG WITH TRADITIONAL PR

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