Public Relations, Best Served With A Dash Of Magic.

Posted on May 23, 2014. Filed under: Public Relations, Public Relations Commentary | Tags: , , , , , , , , , , , , |

Time was when magicians were loath to reveal their trade secrets to anyone. To do so would be akin to Coca Cola giving away its secret recipe for its eponymous soft drink. There probably isn’t enough money in the world to entice Coke to publicly expose its secret soda recipe. But the lure of television dollars broke the brotherhood of magicians. Who hasn’t watched one of those hoary TV shows in which a professional magician takes you behind the scenes to see how the magic is actually made?

Not that I don’t believe in magic still. I do, just as I believe – against all the sputterings of the stern-faced naysayers – in the Curse of the Billy Goat on the Chicago Cubs and in the theory that says Oswald didn’t do it by himself.

But most magicians are showmen and show-women, crowd pleasers who practice a learnable trade, it seems.

Let There Be Magic

Public relations people are often urged to go “do their magic” by clients. It’s a high compliment when someone – especially someone who’s footing the bill for your work – tells you that. It means they believe you as a PR person can move mountains of media coverage and publicity their way. That’s what PR people do, truth be told, especially if they’re on the agency or freelance side and must earn their way by performing magic on a routine basis.

But is there really magic involved? Public relations is certainly a learnable trade. It’s routinely taught in colleges and universities, alongside other disciplines such as accounting, public policy and law.
Sober-minded professionals will tell you that public relations is 99% hard work and 1% inspiration. Little room for magic there. But the wise public relations practitioner always keeps a little container of magic dust hidden about the office somewhere.

Because what clients, especially on the promotional side of things, want is real magic to take place. They want to see their story come to life through the media. They want to become more relevant with customers through social media. They want to see demand for their products and services soar. They believe in PR magic. And so should we, the PR practitioners. Because PR, when done well, does have an element of magic to it.

No Glory In Obscurity

How’s that, you say? (I won’t assume you’re a stern-faced naysayer if that’s what you say.)

How else to explain the sudden explosion of news coverage that occurs after a well-timed media event or well-crafted and disseminated news announcement? Yesterday, you weren’t even on the news media’s agenda. You were Mr. or Ms. News Nobody. Today, you’re in the news everywhere – or at least in all the news media outlets that mean something to you and your business. It’s a new day for you and your company. You feel good, like you just knocked in a 40-foot putt on the 18th hole at Augusta to beat a gape-faced competitor by one stroke.

Later in the week or month, as the case may be, after the excitement has died down some, you get to thinking: that was great, but what’s next? Is there any magic left in our story? How do we keep the momentum up, going forward!

Glad you asked.

This is where good PR people really earn their keep, by coming up with creative ways to keep their clients in focus with customers and prospective customers. We do it by recommending strategies and tactics that will engage and motivate customers to choose you over the competition. The selection of tools to use may vary, depending on a host of client-specific variables. Newsletters, social media, media briefings, feature story placements, new events, celebrity tie-ins, games – the PR toolbox is bigger than ever today.

The public relations world is bristling with opportunity for companies that are willing to open themselves up to it. Not all good PR ideas, it’s true, come from the outside PR experts. But a good many of them do, precisely because of that “outsider” point of view. That’s why it’s so important for clients – in my opinion – to engage with public relations agencies and freelancers (the aforesaid “outside experts”) not just on a one-time, gimme your best shot type of thing but for a longer-term engagement.

Inspiration Is Good Magic

Good PR people deliver outstanding value. There is a kind of magic in that. It’s a hard-won magic – public relations is the kind of profession where experience really counts, along with a near-rabid belief in one’s ability to make a difference in the world. Therein lies the true source of magic.

No good comes from trying to dispel the sense of magic that informs the world of public relations and marketing. True, they’re both disciplines, and in this age of big data driven marketing systems, it might seem that the scientific approach is dispelling any sense of magic that a PR practitioner might bring to the table. Can’t argue with the facts. Big data is impressive. Fixed up with a little PR magic and you might be surprised at just how impressive it can be!

So, to recap, PR is 99% hard work, 1% inspiration, leavened occasionally by a slight sprinkling of magic dust – some might call that mightily inspired thinking – by the PR practitioner who knows when and how to apply it. It all comes down to knowing what you want, knowing how to attain what you want, and then having the willingness to expend the time, effort and resources to achieve the goal.

The idea of magic might be off-putting to some. And yet, consider the Cubs and their Billy Goat problem. The last time they won a World Series was in 1908. They haven’t even been in a World Series since 1945. What’s really amazing is that Cubs fans still flock to Wrigley Field in droves, acting as if they believe every year that someone is going to wave a magic wand over the Northsiders and turn them into world-beaters.

What about you? Has the magical muse of public relations ever touched your life? Are you interested in making some PR magic for your own business endeavors? Feel free to leave comments, ask questions, even contact me directly and we could have good conversation about what type of PR magic might work best for your business.

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