Bridging Two Worlds

A conversation about online media and what it means to your organization

If I wouldn’t use it, why would I recommend it?

Posted by B2W on June 24, 2009

Post by: Ruth Atherley of AHA Creative Strategies

First off, I have to apologize for this blog being less active than usual. As many of you know, things are changing in our world. QUAY is closing its doors and AHA is refreshing and re-energizing and getting ready for the next stage of our professional life. As of June 30, this blog will be over, but – within a few days (or a week) of that, our new AHA blog and website will be up and it will all be back to normal with almost daily blog posts and even some vodcasts and podcasts. And, of course, we will also keep you posted on what’s happening with Patsy and Della and hope they will come on as guest bloggers every once in a while. So stay tuned…it’s going to be great!

Now back to the real blog post!

Todd Defren has an excellent post at his PR-Squared blog today. (He often has excellent posts so if you don’t subscribe to his blog, you really should.) In it, he talks about the importance of having your PR team believe in what you do because they have tried your service or product and genuinely believe it has value.

At AHA, we won’t take on a client that we wouldn’t tell our friends or family about, that we wouldn’t be proud saying “hey, we work with them, we’re a part of their communications team.”  We have clients that offer things that might not be relevant to any of our team at this stage of our lives/careers…for example, we have done quite a bit of work with BCIT’s School of Health Sciences and it’s highly unlikely I am going to give up PR and go back to school to become a health care professional. However, I have spent a great deal of time with many of the instructors, program heads and the Dean of the school, Kathy Kinloch and I would recommend the School of Health Sciences to anyone I know that wants to enter the field of health sciences.

When I was a journalist and got a pitch from a PR person, I could tell in seconds if they were just feeding me a bunch of words or if they really believed in their client. Let’s be realistic, if your PR person doesn’t believe in what they are pitching the media – the media isn’t going to either.

AHA is a small agency by choice and one of the reasons we decided to stay “boutique” is because we want to make sure that we only take on clients we can get behind, that we believe in. We don’t want to become big enough that we have to take on work to support the company. And, let me tell you…there have been times early on in our company’s history when it would have been much easier financially to take on certain clients, but we held fast to our belief that we needed to understand and experience what they were offering wherever possible – and we need to believe in them. Which, by the way, doesn’t mean that we just take the message out “there.” We develop a strategy, work on story angles and develop engagement concepts that will connect like-minded people through social media sites, etc. But, at the heart of it, it’s that we think this organization is worthy of your time and/or energy and sometimes even your hard-earned dollars.

When we take on a client, when we “get” what they are offering – it’s so much easier to pitch media, to blog about them, to put information out on Twitter or to share it on Facebook or other social media sites. More and more these days, as social media blurs the line between professional and personal, it’s important that as communicators that we embrace the value of our being authentic in what we put forward on behalf of our clients.  For us, it’s not just about being awarded the contract. It’s about finding great organizations that we can put our expertise, experience and our reputation behind. It makes such a difference to our success, to our client’s success and to what the future holds.

No matter what organization you choose to work with, make sure they “get it.” It’s crucial.

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