Shel points us in the direction of Forbes Lisa LaMotta's story, The Single Greatest Marketing Tool. It is exactly that...a story. I adore the accompanying picture to In-Pictures: Do-It-Yourself Public Relations. If only I could wear a little black dress and look oh-so-cute while pondering over media selections! Kudos to Shel for addressing many of the misnomers.
There are bad apples in any occupation. Shall we flip the coin and ask public relations managers the caliber of journalism?
Then there is the part where I laugh uncontrollably...
"Lesson: Make sure you meet the people who will be doing the actual work. If you need further comfort, look for the Accredited in Public Relations mark, or APR, meaning that the person passed a tricky exam administered by the Universal Accreditation Board."
The image of a cartoon rabbit pops into my head and I can hear kids saying, "Silly rabbit, Trix are for kids." The APR panel review and exam is not tricky, but challenging. An APR is not a true mark of excellence. After all, I have seen several people graduate from law school and are horrible lawyers. Twice I have not passed the APR. I don't think it is because I did not know how to do my job, but because I was so tactical in my thinking. I am learning to flip my thinking to be more strategic and earn a seat at the table. PR is no longer overhead. Third time is a charm!
"Ego is the drug of stupidity." -- Dr. Tom Awberry
This industry needs to get back to basics.