PR War Stories (an editorial work in progress)
This book is a work-in-progress. It’s going to be my first PR book since I finished “Hospital Marketing: Step-by-Step” in 1987. I’ve learned a lot since then, and this book will try to address those lessons, as well the significantly revised marketplace that’s evolved since the mid-80s. As I add chapters to the book, I’ll include at least some of them – or particularly useful excerpts from them – on this website.
However, my plan is not to give away the book, but to give away enough of the book to make you want to own it.
To get you started, here’s something I think you’ll find both entertaining and absolutely on-target. I call it:
The Seven Deadly Sins of Public Relations
Why is it we never have time to do it right, but we always have time to do it over?
1. “No Comment” – no matter what, don’t say that; if you can’t comment, explain why
2. Spin Control – no matter what else you do, don’t spin it
3. Disinformation – if you can’t tell the truth, don’t try to deceive
4. “Baffle them with BS” – clarity is vital; BS will destroy credibility more quickly than tornadoes destroy mobile home parks
5. Playing (media) Favorites – short-term, this approach may seem attractive; long-term, playing favorites will burn media contacts and vastly limit your ability to succeed with the media
6. Demanding Coverage – the media owes you nothing, and knows it … those who “demand” coverage are ensuring either no coverage – or too much of the wrong kinds of coverage
7. “I was only following orders ...” – doing what you are told, rather than what is right, is no excuse for doing something wrong … if you have to do the “wrong thing,” take responsibility for your actions
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