Here’s What The PR Industry Really Needs To Stop Doing And Now

bald business man screaming in crisis at computer from pressure watching stocks crash
SHARE
THIS



Peter hook, principal of media and public relations service Hook Communication chats with B&T about how unrealistic expectations and communications plans are trashing the PR industry.

Hook Communications, established by Peter Hook, is a leading PR firm within the tourism, hospitality, property and lifestyle sectors. Hook currently represents Tourism Accommodation Australia, Sunshine Coast Destination Limited and Kakadu Tourism among others.

This Wednesday, Hook will be one of the five PR and communications professionals participating in a PR webinar at 1pm eastern standard time. The webinar PR: Art vs Science? will discuss what in the world a modern PR professional has to do to prove their worth.

He will be joined by Twitter’s Nathan Burman, Red Balloon’s Claire Young, Amazon Web Services’ Peter Witts and Meltwater’s Ambera Cruz as well as the editor-in-chief of B&T David Hovenden.

“The biggest issue I see for the PR industry today is completely unrealistic expectations in many cases caused by public relations people not briefing their clients well enough,” Hook said.

“They create an impression that things can be achieved based on what the client wants, as opposed to understanding how the news cycle works and working within that framework.

“Every PR person, especially if they are a consultant, is going to say ‘yes, they can do this and they can do that’. But in the end there are these unrealistic expectations that are damaging for the industry and damaging for the PR side of things.”

4f9e7b83aee85ba70342130fe0cd2869

Peter Hook

 

“Also people are encouraged to create these communication plans, as if the PR people are actually deciding what will be in the news. Yes you can come up with a really great idea- based on good research, surveys and all those kind of things- then you do have a chance of jumping onto the news cycle and influencing it.

“But in most cases our business is all about servicing the needs of our industry. Sometimes if PR people could spend less time doing silly communication plans and more time actually servicing the industry, everybody would be much happier.

“There isn’t enough emphasis on providing efficient, fast and accurate information rather than a grandiose idea of setting the agenda. In most cases PR people are not setting the agendas but they can certainly make ensure their message gets under cost if they supply the right information on time and accurately.”

For more information on this Wednesday’s webinar, click here.

Please login with linkedin to comment

Advertising Standards Bureau Recomazing social media recommendation The Insiders

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.