You Are Not The Story
You are not the story. You never have been. Not even in the “bad old days” before social media were you ever the story.
You may have thought so. You may have fooled your clients into thinking they were lucky to have you because everyone listens to you.
You may have blinded them with newspaper clippings and media endorsements.
But that could just mean you know one good contact at a publication or TV and radio station.
Your name very rarely belongs in a news release. Sometimes, but rarely. You do not belong in front of the camera. Hogging the microphone does not help your client. You may think so, but all that does is make people ask, “Who’s this story about?”
If you want to show off so much, make your client show off for you. Make their results your vindication. Put it up on your achievement page on your website, or in your company portfolio. Scream it from the rafters all you want from there.
But the story? That belongs to the client. Every time.
You do understand why, don’t you?
photo credit: h.koppdelaney
13 Responses to “You Are Not The Story”
Thankfully you must have just encountered the less egotistical PR types then, Kathleen.
There are plenty of agencies and professionals who feel they’re bigger than the client and the story.
With regards the news release, I was on about the main body. I’ve seen plenty of releases that have sounded almost like a pitch for the PR agency and not the client.
As you say, the press contact box is there for that and any further information.
Great post, DB.
What I took from it: Even though we are the ones pitching the story, should we really take credit for the placement? The story is about the client – that is what hooked the reporter in the first place. PR professionals serve as the median between the client and the reporter – and should be in the background in their role. They might make it happen – but it’s never “our” story. It might be “our” brand – but that is two different things.
Agree completely, Lauren – I always feel the best PR campaign is the one where you’re not even aware it is a PR campaign in the first place.
Great point about the brand versus story angle.
Great post Danny! I am always more impressed with the Netweavers rather than the Networkers. Netweaving connects and benefits others, while networking is about building “you”. The real power lies in the former – it’s quiet and unassuming but therein lies its strength. It’s the wizard behind the curtain you gotta pay attention to.
“Netweavers”, huh? I like it. Have you trademarked it?
Remembering the client is key. A lot of us forget it in our attempt to look and sound cool for the sake of being an industry legend. People become industry legends by helping others, doing the right thing and giving others accolades rather then yourself.
I agree there are people including journos who start feeling they are larger than life. Continuous interaction with big wigs creates this feeling.
Thank you. Thank you. And thank you.
Although I’m still new to PR, I have always thought what you just wrote is true. Whenever I try to explain what PR is to someone, I sometimes get, “Oh, so you want to be on camera (in print, etc)?” My response has been and will always be, “Not really. I feel like if you can see or hear the PR person, he or she isn’t doing his or her job.”
Z
Yes Danny- I understand. – We do wear two hats don’t we. One , our invisible cloaking hat that puts the client forward, the other, our self promotion hat where we tell our story. – (I Still love your story man.)
This is kind of weird… are you making a specific point about something in particular? I don’t know anyone in PR who “thinks they are the story.” A press contact on a press release makes it easier to learn more doesn’t it?