Casomai qualcuno pensasse che sono io il solo a ritenere che la pessima reputazione delle PR presso le aziende dipende dalla presenza sul mercato di un discreto numero di operatori improvvisati / incompetenti / disonesti , beh, si sbaglia.
Dall’altra parte del mondo, in Australia, c’è chi la pensa esattamente come me.
Robert Beerworth di Wiliam , una web agency di Sidney, commenta così :
“….Either way, the PR industry has nobody but itself to blame for failing to educate more broadly on its value and benefits, for failing to develop standards for measuring performance, past counting column inches, and for continuing to set unrealistic expectations in the minds of businesses. Please don’t get me wrong: public relations most certainly has a role to play in the marketing and communications mix, but the time has come for PR firms to tell us why and how, rather than merely labouring the follies of discounting PR.”
Il buon Robert cita poi i commenti di un columnist dell’Australian Financial Review, tale Neil Shoebridge. Anche qui vale la pena di dare un’occhiata: “….If marketers knew that most PR firms are staffed with people who do not know or care what represents a newsworthy story and rarely have any idea about the audiences of the different media they are pitching stories to, they would quickly realise that they should be handling their media relations themselves.”
Oggi mi sento un po’ koala..