The real top 10 reasons PR doesn't work

Guy Kawasaki's blog lists ten reasons why PR doesn't work, as written by PR expert Margie Zable Fisher. But the list is really more about convincing clients to stick with traditional PR campaigns in the face of growing signs that traditional PR is losing effectiveness.

So here are the real 10 reasons your PR doesn't work, especially for small to mid-sized organizations:

1. You view PR as a 1-way communication. You carefully craft a message and deliver it to the public for consumption, without any real desire to hear what the public thinks of your message. Except as their opinion bears on your overall PR strategy. That doesn't work anymore, because all those people out there are able to talk to each other instead of waiting to hear what you say.

2. You don't see any way around using the media. TV, radio and newspaper are still important. But you don't need them to talk to the people who want to hear what you have to say. If you make an effort to communicate directly with people online, you will see results. Guaranteed. There are lots and lots of good consultants who work cheap -- and sometimes offer free advice -- to show you how to do this. (Heck, email me at david dot brazeal at gmail dot com and I'll be glad to offer a freebie or two.)

3. You want everyone to get the same message. People are different. Some of them don't care a whit about what you're doing. So why are you bothering them?

4. You don't think anyone will talk to you, unless you talk first. You're like the annoying party guest who horns in on a conversation with witty, irrelevant anecdotes. Your PR is a cry for attention, and we've all learned to avoid people who are crying for attention.

5. You're self-centered. The only thing worse than the annoying party guest who tells irrelevant anecdotes is the annoying party guest who tells irrelevant anecdotes about himself. When this guy opens his mouth, people excuse themselves to get another glass of bad punch. So what do you think people think of your organization when, every time they hear from you, you're trying to get something for yourself?

6. You're impatient. If public relations is really about relations, it's not going to happen overnight. Offer valuable information to people and they will come to realize they want to talk to you. That's the only way to become the person at the party

7. You're not human. Well, not literally. But when is the last time you used the words "I" or "we" in a press release? Your organization is made up of people, so talk like people when you communicate with other people. If you must write a press release, maybe you can even try writing it in the first person.

8. You're relying too heavily on press releases. Here's a dirty little secret from a former reporter. 90% of those things go straight into the trash with barely a glance. You are wasting your time. For the vast majority of you, you're dealing with only a handful of local media outlets. You probably know the reporter who will be covering the story. Why not just call that reporter directly, then follow up with a personal email, letting her know what's happening and how you can help her do her job better?

9. You're relying too heavily on a PR agency. Some PR agencies do fine work. But can any PR agency -- even a good one -- know your organization as well as you? For the majority of organizations, communicating directly is the way to go.

10. Your PR is an add-on to your operation. Your organization works and works and works to make the world a better place (and maybe make a little money) -- and after the work is all done, you decide which part of that work should be made publc. But you're really just guessing about what people want to know. So why not open up the doors to your organization, and let people see inside? Show them all the work you're doing, and let them sort out what is valuable and what isn't? Integrate PR into your routine -- not as a separate part of your day, but as an essential part of every task you do. For every job you tackle, ask yourself whether someone might find it valuable to know about what you're doing. You'll be surprised to find your mindset changing over time, as communicating becomes part of your daily routine.

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