The biggest Challenge in Public Relations?

20Years Communications Book Kevin Popovic

What, exactly, is public relations, anyway? And what isn’t it? Lines these days are becoming so blurred and the culture has reduced so much of the perception of PR down to its spin cycle that we think you’ll find it refreshing to hear from real PR professionals about the challenges they face as they try to fit in.

amazon-125From 20YEARS Communications: 20 Leaders, 20 Questions, 100’s of Lessons by Kevin Popovic


Kristin Jones says:

December 3, 2010 at 7:46 pm

I love this. What a great video – thank you for posting. I’d like to add the challenge of making data-driven decisions about PR strategies and campaigns. There is nothing strategic about guessing or being creative. Don’t get me wrong, creative campaigns are essential. My point is creativity needs to be driven by real data that reveals how the current program is performing, where the program needs to go, and how the creative campaign will drive bottom-line results for the client company. Even with limited budgets, PR professionals must make fact-based decisions about short- and long-term PR programs. They need to push beyond simply tracking metrics. The insights delivered through PR measurement data and analytics should shape a company’s PR strategy. This is the information that helps drive new insights that can transform and significantly improve PR programs.


Hunter A. Homistek says:

February 14, 2013 at 4:44 pm

Truth, credibility, honesty–you guys nailed it in the first few words, and this sentiment was echoed in different terms throughout the video.

The idea of lying, or “spinning,” for personal wealth disgusts me a bit. When you have lost your credibility, you have lost everything.


Ray Drasnin says:

June 26, 2013 at 7:06 pm

The evolution of PR is as simple as understanding honesty vs. spin. Those practitioners who have built a strong personal brand that showcases honesty and newsworthy clients will continue to garner front page press. Pitching the national media is a phenomenal challenge. You get 30 seconds to captivate the assignment editor on the CNN desk. You better be good, compelling and straight forward. Technology allows the pitch to be clean and focused. A great PR media relation person does their homework and knows in advance how the producer/editor/writer likes to be pitched, when they should be pitched and what previous work to reference. So if you want to know how PR has changed for the better in the last 20 years, hire me!


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