Public relations professional today: Publisher and publicist
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When the public relations (PR) profession first emerged there were two tools available: the press release and third party advocacy. These tactics were used to both promote clients and the professionals themselves (separately, of course). With the emergence of social media we’ve seen the emergence of a new type of professional–an overlap of the combined publisher and the publicist.
Did social media lead to the PR professional as publisher? No. Even before blogs, Facebook, Twitter and other online communications professionals published content. Edward Bernays, the “father of public relations,” wrote his first book–Crystallizing Public Opinion–immediately after opening his PR business.
While it’s not new to promote oneself through published content, the extreme overlap of publisher and publicist is.
It’s a delicate balance for the savvy professional who both promotes clients and produces content.
The majority of publisher/publicist “overlappers” produces regular (one to two times a week), online content about their industry. In addition to doing the work, they’re writing about the work they’re doing. They’re not writing about how great they are as PR professionals, but offering tips, tools, thought leadership and other resources for those interested in the profession. And it’s working for them. How? They’re generating business, building expertise, growing their careers and networking.
Does a successful online publisher equal a great publicist for a client? Not necessarily (or vice versa). A topic for another post–the analyst versus the theorist versus the tactitioner (those who analyze the industry, those who talk about concepts and those in the trenches).
Some of the best public relations professionals in the industry are no where to be found online. Why? My guess is because they’ve achieved what they want in their career. They don’t necessarily need to enhance their credibility. The work they do already supports their case. We’re not all that lucky. Perhaps it’s lack of experience. I often advise communications students to produce online content to assist them in their career search. For example, you need experience to get a job, yet can’t always get the experience. New professionals can use online content to combat this Catch-22. Maybe we need to build business. There are solo PR professionals who don’t have large budgets for marketing and advertising and use their online content as a major source of publicity and referrals for their business. We want to be the best. If someone wants their name to be synonymous with a specific kind of public relations, in addition to doing great work, can use online content to expedite the process.
During a social media boot camp for communications professionals this week someone asked me, “What does the future communications professional look like?” My answer was that I didn’t know. I only know what I see happening now. And right now this is where we’re at. Do you think communications professionals in the future will require both?
(Thank you to Joe Chernov for inspiring this post.)
10 Comments on this post
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Jessica Gottlieb said:
I’d love a post from you about the publicist who seems to be the life of the party.
Lately I’ve seen a few who seem to be taking the spotlight from the party hosts and the invited guests. Is this a new phenomenon that’s coming from the whole web-celeb stuff?
March 23rd, 2011 at 10:44 pm -
Noni Cavaliere said:
I do believe that publicist now especially have a dual role as publisher and publicist. With news rooms lay off writers often they look for already produced content and that content many times is supplied by publicist. I know I’ve gotten plenty of media coverage for my clients because I sent in articles to newsrooms. Luckily I have a background in journalism so I know what to write & how to submit to newsrooms to gain coverage.
I also have found starting coverage with my company’s online magazine starts the digital media ball rolling for clients who haven’t gained much press yet. Where I do stay as publicist is I don’t write the article for client, I hire a reporter to do so. I write the press release to give the reporter a start to story. Then I add the write up to client digital press kit, etc. Also I’m a true believer in the power of blogger outreach, power in numbers, get as much digital appearances as possible and starting with own site gets that going.March 24th, 2011 at 5:51 am -
Justin Goldsborough said:
I absolutely think the comms professional of the future will be required to do both. Why? Because the learnings and exposure to different research, trends and perspectives we get from online networking and publishing can drive the strategy and objectives we set for our clients.
The bar has been raised. We’re trying to change the perception of our industry amongst leaders of organizations — from the folks who get the nice front page story in the paper or on a website/blog to the strategic counselors who drive business results. And I don’t think we can do that without being publishers and publicists. What do you think?
Cheers, Justin.
March 24th, 2011 at 10:18 am -
PRsarahevans said:
Love the feedback, Justin! Thanks, S.
March 24th, 2011 at 10:35 am -
Alex Reed said:
In the world today anyone and everyone can create, share, and promote content through the internet. In order for a public relations professional to be successful they must evolve to be able to create stand out content that is not only more credible but also more interesting.
With this in combination with an economy that has forced many businesses to hire one person to wear multiple hats I think young PR professionals needs to not only be a publisher and publicist but also capable in various other areas of communication, marketing, advertising, journalism, social media, etc.
I agree with Justin the bar has been raised and in order to stand out in a world with a wealth of information you have to have an understanding of how to be the publisher and publicist.
March 24th, 2011 at 1:48 pm -
Joe Chernov said:
Great post, Sarah. I think this whole topic — the notion of genuine influence — is like being good looking, that is: Everyone likes to *think* they are attractive, but it only counts if someone else says it about you.
Going around telling people you are influential — like so many PR people do in their social profiles (there was a popular article not too long ago that counted the number of people claiming to be social media “gurus” in their Twitter bios) — is tantamount to going around saying you are hot. It’s just sorta sad and embarrassing. You, my friend, have earned every droplet of your influence.-Joe
March 25th, 2011 at 8:53 am -
PRsarahevans said:
Joe – You are someone who “walks the walk.” Thank you for being a leader and a great example. -Sarah
March 25th, 2011 at 10:35 am -
Data Recovery Software said:
Great advice for new grads, PRsara. The social media skill set is increasingly more important; especially as employers expect the new generation to be net and tech savvy as they enter the workforce. Employers are looking to younger employees to bring them up to speed.
Your list also serves as a good reminder of what those of us who have been around for a while might need to brush up on or review.
March 29th, 2011 at 1:14 am
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