Communications as Ikor

In any one day I field up to 20 PR requests. I can guarantee that 90+% of them have done zero research to find out what I’m interested in. In the worst cases they won’t have done a basic Google search to find out who I am or where my interests lay. In 2008, that’s beyond unacceptable, it’s criminal. Why?

PR costs anywhere between £1,500 to £30,000 a month, depending on what level of crap they’re selling to their unwitting clients. All of it is based on the desire to get the retainer rather than be measured on results. In the 1990’s, good PRs could write a half reasonable press release that would at least be engaging. You would have thought that with the tsunami of material about social media that in 2008 the situation would have moved on. Sadly not. If anything, the industry has regressed.

이에 대해 Social Media Today의 Andrew Bruce Smith는 너무 쥬니어들이 경험이 일천하고 적절한 트레이닝을 받지 못해서 그런 게 아니냐 하는 지적을 하고 있다. 공감한다.

First - think about who does the pitching in agencies - as has been noted ad nauseum media relations tends to be delegated down to the junior ranks. On the whole, these are bright intelligent folk, But without getting too ageist about it, they haven’t had enough life/industry/business experience to have the kind of knowledge or insight to build a case that would stand up to Dennis’ scrutiny. I think even Dennis wouldn’t dispute that most of these people are hard working - his point would be they are working hard on the wrong things. Or they aren’t being given the proper training and direction to allow them to engage in a meaningful conversation with Dennis.

We can argue about whether all agencies meet this activity breakdown - but I think there has to be a fundamental rethink of how agencies are staffed and structured in order to deliver the kind of services that clients are willing to pay for (at a profit for the agency), that meets the needs of the majority of journalists (like Dennis) and gives employees valuable and meaningful work that encourages them to do better, try harder and actually stick around in an industry that could really do with some fresh legs.

결론은 Denis가 말한데로 영국의 PR 에이전시들은 일반적으로 클라이언트 리테이너 서비스로 월 1,500 파운드에서 30,000 파운드를 청구하면서 일들은 아주 엉망이라는 게 요점이다. 기자들과 관계를 더 가지고 서로 경험을 하면서...클라이언트를 위해 품질있는 결과물들을 생산해 내라고 충고를 하고 있다.

결론을 한번 더 필터링 하자면...품질있게 일하라는 말이다. 대충 대충 하지 말라는 말이다. 공감이다.

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