PR’s Future Lies in Crisis, Creativity and Global Growth
What drew many of us to public relations was the chance to resolve crises. I found I had a talent for helping clients steer through rough, sometimes turbulent waters without letting the ship sink. They call it crisis management.
I call it fighting off unfair charges and rising quickly to the occasion by responding forthrightly and persuasively to virulent attacks on reputations or attempts to tarnish or desecrate sterling images.
In the PR process, I’ve helped some of the largest corporations in America vanquish enemies and regain respect, customer confidence, and brand integrity.
Part of the process requires media training. It is about teaching executives how to step forward as I once did in Philadelphia and tell it quickly—like it really is—and explain how it’s going to be from this time forward.
What’s Next for the PR Business
We believe the future holds more strategic partnerships among PR firms, ad agencies, and digital and mobile marketing companies. For one project, our firm established Lois TransMedia in New York City by teaming up with advertising icon George Lois.
We named Lois head of the creative wing of TransMedia Group, extending our communications capabilities to higher levels. A legendary adman, Lois created brands such as Tommy Hilfiger, Lean Cuisine, and I Want My MTV.
Together we worked on Fashion Week Brooklyn, helping to make it the biggest fashion event of the year. We also elevated other events, including The Palm Beach International Film Festival and the U.S. Open Cricket Tournament in South Florida, into preeminent showcases in their fields.
We also helped businesses protect their websites against hackers and respond effectively to a cacophony of crises before they could cause serious reputational damage.
where we see more success coming in PR
At TransMedia Group, we believe in globalism. Today PR firms must be multilingual, like us, to serve clients worldwide, which is where growth is headed. Based in Florida, our key languages are English, Spanish, Portuguese, and Hebrew. But our staff and interns also speak Russian, German, Italian, and more. The more the merrier.
I once traveled to Moscow and brought back business. Over the years, we have served many international clients, from a hospital in Israel to events in Latin America.
The Ultimate Benefit for Clients
The ultimate benefit of PR is its positive effect on a client’s bottom line.
If our PR services don’t bolster that bottom line, we’re not earning our fee. We’re skating on thin ice, which we are loath to do.
Sure, publicity is impressive and gratifying, but is it driving sales? Contributing to profitability? Winning more respect and appreciation for your brand? That’s the ultimate barometer—and that’s the benefit we deliver again and again.
That’s the story, my friends, and we’re sticking to it as long as we’re in—what’s the name of that stuff we do?
Public relations.
