Recently entrepreneur Grant Cardone penned an article with the provocative title, “The PR Industry is Dead To Me.” In it he details his failed partnerships with public relations firms, which he claimed promised him the moon and delivered moon pie.
Cardone says the information pathways have become so many and varied, it’s better to just get the word out about your company on your own:
“There are more than 800 channels on TV, thousands of satellite-radio channels and social-media giants such as Facebook, Twitter, Instagram, Google+, LinkedIn, Medium, Meerkat, Periscope, Blab, blogging and all of the other platforms. No PR firm is putting you out on every possible social channel and every stream you can be on.
PR firms can be lazy and have too many excuses. They simply can not keep up.”
Obviously, as a copywriter at an integrated marketing company that still includes a healthy chunk of PR in its business model, I might have a quibble or two with Mr. Cardone.
But he’s right to a large extent: the old game of exclusively pitching to traditional media outlets, then hoping for coverage, has largely faded. That doesn’t mean you don’t still do it, with television more important than print newspaper and magazines these days.
The onus, however, has shifted to the companies to spread the word themselves: blogs, social media, content marketing, etc. At Coles Marketing, we talk about it all the time.
The problem that Cardone fails to grasp, in my opinion, is that few businesses have the time, expertise and talent to do this all on their own. That’s where agencies like ours come in.
For some clients, we handle the outreach almost entirely, from newsletters and press releases to posting to Facebook, Twitter, LinkedIn, Google+, Instagram and more. For others, we essentially start them down the path to self-publishing and train them up until they’re ready to do it all on their own.
So Cardone is right when he says, “You want PR? You must become the PR machine, create the story, the news and the excitement and then disseminate your story on every vehicle possible to tell the world.”
For those less media savvy than him, though, taking those first steps are the hardest.