Comments on: Thoughts from SMPR: Part 1—This Isn’t Rocket Science

By: keithtrivitt

keithtrivitt — Thu, 11 Feb 2010 03:47:24 +0000

Ashley, I like your points about being attuned to certain reactions and trends, and having a good dose of intuition. Both, I feel, are tremendously important assets to have to be great professionals in this field. And we have our experiences, our senses and our personality to thank for those, IMO. Again, it's all about tapping into what is already in us – the common sense to look around us, notice new trends and ideas, what people are talking about, and then think, “Hmmm, how can I work in XYZ into this trend/idea/etc.”

By: keithtrivitt

keithtrivitt — Thu, 11 Feb 2010 03:44:30 +0000

Great points, Mike. I love the enthusiasm, too! You're right: There is very much an art to this business, and just like great art, sometimes, you do all of the right things, take all of the right strokes (strategies/tactics) and put in a ton of hard work/effort, and things just don't out your way.

But other times, you sort of fall into something, you throw a few edgy strokes out there (odd story angles), and it goes off like gangbusters, and all of a sudden, you've got all of the big influencers you were trying to reach talking, blogging, tweeting, GBuzzing (yeah, new word) about your client, and you're golden.

Again, it's not rocket science. It's common sense, for the most part - done right and with great strategy.

By: mikeschaffer

mikeschaffer — Thu, 11 Feb 2010 02:32:45 +0000

Fantastic post, Keith!

PR isn't rocket science, indeed. It's an art form, in a way. Establish your credibility, form relationships and funnel information from the client to the media.

It is a skilled art form, because not everyone can strike the balance of a good PR pro. And even the good ones struggle with it on a daily basis.

It is also subjective AND objective at the same time. Good work doesn't always get good results. And, sometimes, bad work gets great results.

But having the guts to keep working at the craft every day is what makes us pros!

By: ashleyparker

ashleyparker — Thu, 11 Feb 2010 01:12:08 +0000

This is a great post and raises a point that I often think about when my non-PR friends/colleagues are in “awe” of what I do- Thanks, but what I do isn't rocket science- it's common sense and using that common sense to best relate to a number of audiences. That being said, I have to echo laurenfernandez's sentiment that I think it's common sense to certain types of people, and these are the people most drawn to PR as a profession, but I think for someone who is more analytical and logical, it's not so easy. What I deem as “common sense” is a mixture of intuition, being attuned to others reactions and needs in terms of how they are approached/communicated with, and creativity to keep things fresh and interesting. I definitely feel like, similar to a lot of other jobs such as finance, law, etc., those who do it best have a natural affinity for it.

By: beccameyers

beccameyers — Wed, 10 Feb 2010 22:02:38 +0000

It may be common sense to us, but to others, it is not.

By: jeffespo

jeffespo — Wed, 10 Feb 2010 21:06:53 +0000

Keith, never heard of the book. Only one I ever got was a media guide and a go get this done.

I see the point with an agency, but also wonder id there is a way to teach/incorporate younger workers into the fold on some crisis or major situations even as an observer.

By: keithtrivitt

keithtrivitt — Wed, 10 Feb 2010 20:58:11 +0000

Jeff – Great point re: PR in the sports world. It is VERY much a trial-by-fire and learn-as-you-go type industry, and there is very little instructive material for how to do it well or effectively. (Have you read the seminal book on the sports info industry? I can't remember the name, but it was written by some guy in the 1970s about everything you could ever want to know about sports info.)

At any rate, I would agree with you to some degree that agencies do tend to over-analyze certain situations and strategies. But then again, they are also working with other people's and company's money, so it's a bit hard to generalize it that way.

By: jeffespo

jeffespo — Wed, 10 Feb 2010 20:48:24 +0000

Common Sense, something I feel many people miss when coming into our industry Keith. I also think that coming from the specialty that we both did, it kind of puts a different spin on it.

In sports you kind of learn through trial by fire with some kind of crisis each day and it's one of those things that one would really have to experience.

Going along with Kate and LAF's comments, education is important, but so is experience. I have never worked in an agency, but rather for teams and now a company so you get a ton of exposure to hot-button issues at every level. From my assumption of agencies, this may be something that could be improved to produce more well-rounded PR folks.

By: Colleen Campbell

Colleen Campbell — Wed, 10 Feb 2010 20:38:00 +0000

Great post, Keith. First, let me say that I don't think professional communications is necessarily easy – not rocket science, but not necessarily a walk in the park either. I've always viewed PR as an exercise in mental gymnastics – either you like the workout or you don't (I love it!). I agree that most professional communicators don't view what we do as rocket science (social media or otherwise), and that it is our natural passion and love for our profession that makes us excellent representatives for our clients, brands,etc. That being said, it does take a certain amount of training and constant evolution and learning to keep up with the changing dynamics of the communication field. Constant growth, research and creativity are needed to put our “common sense” profession to good use. I've seen too many agencies not grow with new media; too many companies scared and petrified by risk analysis to pull the trigger on new communication initiatives. I am reminded almost everyday that while we professionals may view, plan and execute communication campaigns with confidence that is driven by “common sense” (Keeping it straightforward), our “sense” becomes the expertise that companies will question, challenge, and rely upon for guidance. So yes, I agree, but with the understanding that sometimes common sense isn't so common.

By: keithtrivitt

keithtrivitt — Wed, 10 Feb 2010 20:23:11 +0000

Thanks for the input, Rebecca. I agree with you that PR takes a tremendous amount of effort, insight and knowledge to do right. My more overarching point of all this, again, was that in general (and that's a generality, I know), we need to look at things from a PR perspective in terms of common sense (i.e. how would normal, everyday people want to be communicated and engaged with and informed of information/crisis). All too often, I feel like these common/typical person responses go out the window for over-thought and too-analytical responses, communications and engagement practices that do little to actually help grow brands, as companies and PR folks forget that communication is a basic human instinct.

Like I said earlier, to me, it's about common sense – done right and strategically.