| Too often it's the case that professionals, let's say | | | | then go on to complain how public relations simply |
| attorneys (since they are one of the main culprits in | | | | does not work. The problems is, although they've hired |
| this scenario) hire a public relations firm and then go on | | | | a PR company, they've never actually launched a |
| either to tell the firm how to do its job, and/or to | | | | public relations campaign; they've simply paid money in |
| completely ignore the PR firm's recommendations. If | | | | order to call the shots. Of course those types of |
| their clients worked with them in that manner, they'd | | | | campaigns don't work. It's not unlike hiring a doctor then |
| never win a case or solve a problem. There are | | | | doing your own diagnosing, self-prescribing - and then |
| attorneys that hire PR consultants, religiously avoid | | | | complaining you're not getting any better. |
| returning calls until they need something done at which | | | | There are professionals in every field that make this |
| point they expect a release to be sent out yesterday, | | | | mistake. Sure, there will be times that a PR firm |
| a story written and pitched in twenty minutes and the | | | | doesn't work out, but you'll never know if you don't |
| oceans to part on cue. I realize that I might sound a bit | | | | give them a chance to utilize their expertise. If you hire |
| harsh here, but I'm not exaggerating. Okay, maybe the | | | | professionals that know their field, you work with them |
| oceans parting is a bit of an exaggeration. But just a | | | | and give them enough time to launch a campaign, |
| bit. | | | | chances are, and your PR efforts will be successful. |
| What often happens is that professionals, be they | | | | The bottom line is, if you're going to launch a public |
| attorneys or physicians, or (fill in the blank) are so used | | | | relations campaign - really launch one! Let it work for |
| to calling the shots in their respective fields that they're | | | | you. It can brand your company, take you to the next |
| unable, or unwilling, to realize when they're dealing with | | | | level, grow your business and establish you as an |
| issues that have nothing to do with their particular | | | | expert in your field. But, as with so much in life, for it to |
| expertise. They often assume they know what's best, | | | | work, you sometimes have to get out of your own |
| ignore recommendations from professionals and end | | | | way. |
| up with predictably disastrous PR campaigns; they | | | | |