PR is a tough field to master because of the difficulty of fusing client expectations with reality. What matters in PR is not meeting rosy expectations but building credible relationships – building stature. And that takes time, as well as clarity and forbearance between PR providers and clients.
For many people, PR is razzle-dazzle. For those with a deeper perception, though, razzle-dazzle is ephemeral – a form, actually, of PR malpractice. But enough from us. Gini Dietrich says it so much better in the post, "What Is Wrong with PR?" on her Spin Sucks blog.
"I fully realize how difficult it is to determine goals and projected results before you begin working with a company, " Gini says at the end of her lengthy post, "but I also know how easy it is to underpromise and overdeliver. It’s easy to educate and discuss the milestones it takes to be able to run the marathon. It’s easy to discuss the difference between PR and publicity and fully understand what it is the buyer wants from you.
"If the client or business leader doesn’t want to hear it, it’s likely not the right fit for you. Let them go find a professional who will overpromise and underdeliver. After all, they’re out there."
Read what brought the post to this point. It's truly heartening, if you want to have a solid, ethical PR practice.