A Good PR Consultant Needs to Understand BusinessHuffington Post (blog). Once upon a time, the public relations business was relatively straightforward. You developed a campaign, then sold it into the media....
[PR consultant Sara Benwell makes a good point about the need for PR consultants to understand business. But, here's my response to her post about media relations:
"I don't disagree with the need for PR to understand business. In my view, except for a CEO or president, an appointment notice is rarely "news" except in very limited circles immediately surrounding an organization (employees, trade). Your context here is media relations. The more important need is for business and PR to understand media.
Media need news. They need action. They need stories that matter to their readers. Their readers need solutions to problems. They need to know organizations are making a difference to human beings.
They don't need marketing. They don't need boardroom-speak, jargon or technical terminology. They don't need companies who don't practice corporate social responsibility or engage directly in communities or with individuals who read or watch media."
Via Miguel Macedo, Jeff Domansky