In an age of instantaneous communication, where companies are constantly racing to amplify their visibility and cultivate a favorable public perception, it becomes indispensable to have a grounded understanding of what a Public Relations (PR) firm can realistically achieve.
PR is indeed a potent and vital tool for the success for any organization. However, even the best PR is not a magic silver bullet that will address all concerns or instantaneously achieve results.
Setting realistic expectations and understanding the pivotal role played by a PR firm is key in ultimately achieving the desired results between the PR firm and the organization they are representing.
What PR Can Do
- Brand Building: PR firms excel at developing compelling messages and storylines for the media, lawmakers, and other audiences. You need to provide the information for them to create a relevant narrative.
- Crisis Mitigation: In times of crisis, a PR firm can work around the clock to mitigate negative perceptions, counter misinformation, and protect your organization’s reputation.
- Media Relations: Leverage media connections to convey your messages and stories that underscore your overarching objectives.
- Strategic Communication: Develop and implement a structured, systematic communications plan to support your objectives over time.
What PR Cannot Do
- Guarantee Media Coverage: Although PR firms foster relations with the media, they cannot guarantee media coverage; the final discretion lies with the media entities. It also cannot guarantee absolute positive coverage.
- Instant Results: Building a brand or building a solid reputation is almost always gradual. Expecting instantaneous results is unrealistic – and frankly unfair.
- Control Public Perception Completely: PR firms can shape narratives, but controlling public perception entirely is not feasible, given the multifaceted nature of audiences and platforms.
- Overcome Organizational Dysfunction: Often, a crisis or communications problem results from a poor operational or ill-advised management decision. A PR campaign can only be successful if the organization addresses these deeper problems. For example, we once had a start-up CEO who was frustrated that he was not getting media coverage, but then he refused to speak with a Forbes reporter who was open to including the company in his coverage. A PR firm can set the table, providing all the necessary tools and opportunities, but ultimately, the PR firm is not responsible when the client chooses not to engage.
Public Relations firms play a critical role in shaping and managing an organization’s public image. Though their capabilities are extensive, they have limits. PR professionals can expertly craft and disseminate messages, manage media relations, and navigate crises, yet the success of these endeavors often hinges on client cooperation and realistic expectations.
The example of a CEO unwilling to engage with a major media opportunity
illustrates that a PR firm can “set the table” but cannot compel the client to “eat.” Ultimately, the value of a Public Relations firm lies in its ability to strategically position an organization within its industry and public discourse while navigating the complexities of media and public perception.
Organizations must partner collaboratively with their PR professionals, providing them with the necessary tools and information, and must also temper their expectations with an understanding of the PR process and its realistic outcomes. This partnership and understanding are essential for harnessing the full potential of what a well-executed public relations strategy has to offer.
