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

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.




Latest News

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]