Posted on: Monday, January 5, 2004
ISLAND VOICES
There's a lot more to PR
By Joyce Torrey
Public relations consultant
When Ferdinand Marcos chose exile in Hawai'i, my mentor, Roger Coryell (ex-KGMB anchor and press secretary to former Gov. William Quinn), said to me with relish, "Wouldn't it be fun to be Marcos' PR man?"
Not my PR cup of tea, I replied.
But Roger's experience, PR smarts and training allowed him to wonder. What would it be like to work with the ousted leader?
Solid PR starts in the CEO's office where honest, respectful dialogue occurs between the head man and his team. The PR pro is a team member, suggesting strategy, making a case for Option 1 over Option 2, bringing up "what-if's" and alerting the CEO to pitfalls.
PR essentially is detailed planning and problem-solving with a good dose of common sense. The more comprehensive the plan, the clearer the objectives and contingencies. The more inclusive the plan, the better the communications and team morale.
Joel Kennedy ("Job of PR person is a balancing act," Dec. 18) alluded to PR folks as jugglers who bring together the company agenda, stakeholders and the media in a neat mix. Just imagine how weak in-house communications or poor planning jeopardizes this mix. Or how we PR people choose — or are forced to implement — questionable tactics. Then add the media component — reporters asking probing questions — and it's no wonder someone meant to say one thing and the reporters heard quite another.
Another provocative question: Would I be able to wholeheartedly embrace this cause I'm working on? We all face this dilemma whatever our work. In my profession, the question seems more pointed because of its potential impact. Sometimes we're able to choose the cause. Sometimes we choose the paycheck. We're lucky if the cause matches the paycheck.
Physicians abide by the Hippocratic oath: Do no harm. We PR people would do well to accept the same, in addition to: Negotiate access to the top man. Plan till you drop. Keep skills sharp. Explain, don't confuse or obfuscate. Look everyone in the eye. Say you don't know but will find out.
PR is a sophisticated, complex tool that considers people, personalities, issues and planning. Use it well, and it's an art and a science. I'm sure that's what was on Roger Coryell's mind.
