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To a client, a media placement is often just that. Without education about the overall processes of public relations, clients may never understand the leg work behind even the simplest media coverage, which can lead to a devaluation of an agency’s services in a clients mind. The way I see it, this predicament leaves us public relations professionals with two options. We can (a) commit extra time and energy into helping our clients understand the patience necessary and ultimate value associated with nurturing a long-term, strategic relationship with members of the media, or we can (b) completely sell ourselves short by unvalidating the notion of having a strategic PR partner. When you put it that way, it probably sounds absurd to move forward with the latter plan of action.

But that is exactly what so called “pay-for-results” PR services are doing. These models bill clients based on placement alone, further fostering the misconception that public relations simply equates publicity. Tangibles are certainly important, but there is a lot of time, skill and experience that go into achieving results, particularly steady results. PR professionals deserve compensation for their counsel, planning, message development and writing and communication skills. We aren’t in the business of selling cars and shouldn’t treat our profession that way. Through relationship building, we sell thought leaders, insights and news – all hard to fit into and black/white success/failure category that others would like.

All-in-all, PR messages are a harder sell. We aren’t paying for placement, we contribute. Contributing often leaves a client’s news at the whim of other events worldwide, editors’ agenda and at times our audiences’ opinions. Doctors get compensated, even if surgery is unsuccessful, because they still do their job. Many professions hold themselves to that standard. Why shouldn’t we? How can we properly serve a client without investing adequate time and resources into their industry? Luckily, as PR evolves to incorporate new media tactics, this pay-per-press solution will really be challenged, and rightfully so.

For now, I plea that all PR professionals dedicate themselves to managing the expectations of their clients rather than devaluing our expertise and services.

Related posts:

1. The Real ROI of Public Relations
2. How one can avoid the unofficial, unqualified “Top Ten Lies Public Relations Agencies Tell Their Clients and Prospects”
3. Warning: This public relations practice may leave you hungry
4. Shaking away doubts about the staying power of interactive public relations and new media
5. B2B Public Relations Task Masters

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About the author:

Lorena Crowley is a Sr. Social Media & PR Executive at Schubert focusing primarily on how new Web 2.0 trends can support traditional PR tactics. Lorena hails from Florida and is still a die-hard Gators fan. Her almost 3 pound Yorkie, Dunkin, keeps her very busy on nights and weekends.

Follow Lorena on Twitter: @BusyBee2B