Every publicist gets asked (often) to explain what, exactly their job is, and most people 'kind of' get the answer.
Ryan Gerding from InkIncPR.com took two minutes to record a message for you to explain what life in the PR fast food drive up lane is all about…
For those of you who don't YouTube, here is a closed caption script:
What if you went to a fast food drive through, ordered one of those value meals, drove around to the window, and then got nothing but an empty sack because, "...well they tried real hard to make food for you, but just couldn't..., but it will still be $4.00 please... ?"
That would be a crummy way to run a fast food place, but it’s exactly the way most Public Relations firms work. At most PR firms this (pointing to watch) is the most important part of their business. This (the watch) is how they measure success. The amount of time, billable time, they spend working on an account. What if they don't get their client any media coverage? Doesn't matter, they get paid the same either way.
Big Full Bag of Burgers and Fries or Empty Sack of Air? The price is the same.
At Ink Inc, this is the most important part of our business (newspaper). This is how we measure success. Coordinating actual media placements for our clients, and getting paid more when we get them and less when we don't.
It's called Pay for Performance Public Relations and when budgets are tight, and everyone is looking for a solid return on investment, paying for real results, makes a lot of sense.
Pay for results. You expect it from your Burger Joint maybe you should expect it from your PR firm too.