What is PR's Elevator Pitch?

It was a far-ranging conversation about the opportunities (and travails) of the PR industry. Among the questions raised: “What is PR’s elevator pitch?”

In the interview, my fellow participants sagely discussed the need for PR pros to rise above the “publicist” role to become more strategic business consultants.

That’s all well and good – I don’t disagree – but we must all also acknowledge the need to “get ink,” as that’s the primary reason we’re tapped by clients in the first place. And, as smart as PR consultants may be behind-the-scenes, it’s in that “public” realm of Media Relations where our industry’s reputation gets its bad name.

So what do we do for a living? What would you tell a college student who’s considering PR as a career choice about what they’re getting into? (Keeping in mind that you only have an “elevator ride” to make your pitch!)

Here’s my attempt. Long-time readers will not be surprised.

“Public Relations used to be about Publicity – and to some extent that will always be true. But the rise of Social Media not only created a huge population of civilian bloggers but also led many mainstream media outlets to open themselves up to outside content, so, PR pros are now much more focused on the ‘Relations’ side of ‘Public Relations.’

“We have relationships with all sorts of content creators, and our clients are able to tap into PR professionals’ knowledge and networks to make sure that their stories are told in a relevant way, to the right people.

“Just as importantly, the PR industry is taking a lead in helping companies use Social Media principles and technologies to form better relationships not just with the media but with customers, prospects, even their own employees.

“Whoops – this is your stop? Let me hold the door for you. Hope to see you on Twitter!”

Continue reading here: B2B and Social Media

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