Wijze woorden

van Richard Edelman voor de PR kraam:

1) This is a time of great opportunity for public relations. We are now able to compete with other communications companies (advertising, promotion) which have historically had the primary seat at the table. Our big ideas are often the program’s central idea. We are also uniquely suited to the present environment, which depends on dialogue, trust and relationships.

2) The role of the PR person must evolve from a pitching mentality to a listening/learning approach premised on conversations with reporters, bloggers, critics, analysts, employees, and myriad of client stakeholders.

3) The quality of the content we distribute must be high because it is increasingly used as primary source data, without the mediation process inherent in working with a reporter. We need to offer attribution, to give real depth of content and to check our sources, to ensure journalist-level quality.

4) There is no place in PR for spin. To be deemed a spinmeister is the ultimate insult. We are in the business of presenting reality, both to clients’ stakeholders but also to the client. We advise, develop strategy and listen, so that we help to shape the reality.

5) We must dare to be great. We should not settle for being limited to conducting media relations—which will continue to be essential. Our approach is more relevant than any other communications discipline because today everyone has a voice with the means to publish their opinions, and participate in communities. We need to ski the hill hard, to fall a few times in the process, but to get up and ski again.

Tips voor de PR man of vrouw:

• luister goed naar je stakeholders, hun behoeften én voel hun emoties
• interageer rechtstreeks en oprecht met hen
• bouw en onderhoud relaties, waarin wederzijds vertouwen en respect zegeviert
• bied correcte, kwalitatieve en volledige informatie aan
• durf je kwetsbaar op te stellen

Of niet?