One of the most poignant questions I asked Kingsport Times-News Editor Carol Broyles during my July interview with her was her honest opinion of PR pros.
The sad reality of the PR industry and the PR pros that work in it is that it has a tarnished image in the eyes of some. That’s because back in the day, publicists would do ANYTHING (lie, twist the truth, etc.) to get the company they were representing in the news.
These PR practitioners were given the name “flacks” — a very offensive term for PR pros.
Imagine that: PR has bad PR. Yikes. (Who do you hire to fix THAT??)
But every industry has bad apples. That’s just how it goes.
I’ve strived over the years to give PR good PR by being ethical, providing quality work, and producing results.
In this last of my four-part interview with Carol, she shares her candid view of PR pros, spin, writing well, and having something newsworthy to share. Enjoy.
Jeff Pizzino: What’s your honest opinion about PR professionals? Don’t worry… I won’t be insulted!
Carol Broyles: They’re trying to represent their company. But one thing companies don’t always understand is: you’ve got to get out there with the bad news first too. That goes a long way. Some people just want to push the good news, but helping businesses be transparent with the public is very valuable. You want someone on the ball to answer the media when a question comes in — especially if it’s a public safety or community concern. Like if there’s a loud noise from a facility — people want to know what that was. PR pros help with that. They’re professional communicators, and they play an important role.
JP: My personal brand, which is printed on my business card, is that I’m a “spin-free PR purist.”
CB: Which I read, and I think that’s fabulous.
JP: Thank you! A reporter once told me, “Jeff, what I like about you is you just tell it like it is.” That’s what I’ve always tried to do in my career.
CB: Reporters can smell spin from a mile away. Just be genuine.
JP: And if you don’t have the answer, just say, “I don’t know, but I’ll get back to you.” I tell clients that spin is a four-letter word — don’t use it. It usually means twisting the truth. Just tell the truth — but tell it well.
CB: Exactly. No need for spin.
JP: That’s why I couldn’t do PR for politicians. I did once — only because I knew the candidate personally. But that was it.
I tell my clients that we’re simply going to tell the truth. Any claims must be attributed to someone. Never editorialize without attribution, like saying, “XYZ Company is light-years ahead of their competition with their innovative, first-class solution.”.
CB: Bad PR people — spin-meisters — give all PR a bad name. Just like bad reporters give journalism a bad name.
JP: Bad apples in every field.
CB: But they’re the ones people remember.
JP: I’m writing a book about PR — trying to give PR some good PR. It’s been vilified. When people say, “How are they going to PR this?” — it’s become shorthand for spin. They might as well just say, “How are these unethical PR spin-meisters going to lie through their teeth to try to salvage their client’s reputation?”
CB: Yes. But a good PR person is who we rely on — someone we can reach out to and get accurate info.
JP: You probably know which companies those are — the ones you trust. They send legit, well-written press releases.
CB: Yes, and they follow up — with additional information, visuals; and they willingly verify accuracy. That helps.
JP: You must appreciate that — especially with how many emails you get.
CB: Yes.
JP: Any final tips for how to determine if something is newsworthy? Do people struggle with that? Sometimes I’ve had to flat out tell clients, “That’s not newsworthy.”
CB: If they don’t have something important to say, they usually won’t bother sending it. If you don’t have the five W’s — who, what, where, when, why — then why are you writing it?
JP: Cool. I really appreciated this time to chat with you. Any last tips I didn’t cover?
CB: I’ll think of something five minutes after we stop recording.
The 3 Big Takeaways
- PR pros need to include the not-so-good news as part of their press outreach.
- It’s OK and highly advised that you follow-up with a phone call after sending a pitch.
- If you don’t have anything important (newsworthy) to share, wait until you do.
What did you think of this in-depth, four-part series featuring a conversation with a newspaper editor? Do share!
Stay authentic!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
