When I spoke to a crowd of professionals in New York City, I said that public relations isn’t just publicity. I said it because all of the presentations before mine were focused on publicity. Even today, I find myself falling in the trap of talking about what we can do in terms of publicity.
Shame on me. Public relations is more about the bottom line. We can show, actually demonstrate, that public relations has an impact on the bottom line – if the client is willing to share the bottom line with us, and if they’re not, they won’t value the work we do.
When we worked for the College for Financial Planning they understood. They often commented that public relations was the most effective thing they did in terms of getting new students.