I Was Punched Into PR and Never Looked Back

So, how did I get into PR in the first place,

That led to launching my own firm?

I’ll tell you. I was punched into it. Literally punched into PR.

I was a reporter for The Philadelphia Inquirer covering an angry Black protest rally one night in Center City. Picture this: I’m the only white guy in a room full of tempers flaring, speakers inciting violence, to a point it arouses some guy to come right up to me and coldcock me into another profession.

I’m not a racist. I’ll forgive that guy who decked me flat out, broke two of my teeth. “But that’s it,” I told my wife when I got home that night. “We’re changing careers.”

And off we went to The Big Easy, New Orleans. So, the puncher maybe did me a favor, but in the interest of social justice, one day I’d love to return that punch, but since we’re now older and hopefully wiser, I’ll do it more gently.

After a couple semesters teaching at two adjoining universities, Loyola and Tulane, I began to bore myself—hopefully not my students. Luckily, I was offered a position in PR in the city where I had once started out, the Big Apple. And now I’d write mediagenic speeches for CEOs that would zoom me up executive totem poles to nosebleed levels at ABC, then NBC, before starting my own PR firm, the one and only TransMedia Group.

What emerging trends do I see today in PR?

Working in or with a PR firm can truly become an extension of yourself, your company or brand. The trend that I see in my profession today is attractive but worrisome. Most thrilling part is crisis management with all the crisis happening today, but there are some worrisome aspects too.

Too many publicists fail to communicate clearly or effectively. I see young interns at our firm sometimes tweeting nonsensical, spur-of-the-moment, off-the-cuff messages, or texts postured as intelligent or insightful. What’s happening to impressive writing, eloquently expressing ideas, worthy concepts? I seldom see a draft press release today that couldn’t stand a little polish, maybe an overhaul.

Also, we’re all too hooked up on the medium instead of the message. Now AI has become like our cellphones have become, another cane to help us communicate even more swiftly, yet often we’re too quick on the draw. I see ideas get shot down, good ones along with bad. And don’t get me started on fake news. This trend is literally PR lethal.

What industry opportunities are out there in public relations today?

Plenty. If practiced right, public relations can save the soul of our society from falling into the abyss of clutter, a cacophony of propaganda, righteous rhetoric and political correctness.

PR is now mostly left- or right-leaning, its commentary either confirming or confusing people, combined with Twitter attacks, social media slurs and ever-breaking news filtering down from so-called authoritative sources at lofty levels.

Still, effective PR can do more than just make positive impressions about people and products. It can present news and ideas clearly and responsibly, factually and impactfully in an engaging, inspiring way—but not always in just 140 characters.

Effective PR can help clients arrive at sound decisions, make lasting impressions by implementing smart, coherent strategies, well spelled out before spewed into that forest of current events and activities masquerading as “breaking news.” Give me a break from that overworked expression.

Good PR builds deserving reputations, helps brands stand up for something meaningful and noteworthy, which truly means a lot in these blowhard days.

There’s no sounder cause than staying true to something sincere and solid, that resonates longer than a 15- or 30-second TV spot, tweet or post on social media—or heaven help us, a jackhammer pounding away or some kibitzer taking a joy sleighride on TikTok.

More next time.