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

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]