Although I’m sure that the leadership of this PR agency trying to educate the world about the “Top 10 Lies a PR Firm Will Tell their Customers and Prospects” only had the best interest of others in mind when writing and distributing this press release, I’m curious to find out what they actually deemed to be newsworthy or, for a matter of fact, of any value at all. Or is that not a qualification for press releases distributed by their agency? If so, maybe they should add an 11th lie to their list, being “Yes! This would definitely make a good press release.”

Last time I checked, press releases weren’t opinion columns. It’s a shame that an agency would release this “educational” piece on behalf of the PR industry when they have nothing to actually announce except for perhaps mistakes they learned from in the past. They also have no way to qualify any of their claims, leaving them as just that. So why not save witty attempts for blog postings? In this case, maybe they should have saved this content for an even more appropriate outlet, like the trash can. I’m not trying to be harsh. It’s just that a client can combat every single one of these “ploys” quite easily.

For the sake of conversation, let’s just take a closer look at their list of self-determined lies:

1. “This is such a terrific product/service!”
2. “Your account is in the best possible hands…”
3. “Our agency has deep experience with technology companies like yours.”
4. “We’re doing all that we are supposed to do.”
5. “We know Web 2.0?
6. “We have great relationships with (insert high profile reporters’ names here)”
7. “We have affiliate offices all over the world.”
8. “We offer highly-targeted strategic public relations.”
9. “We do a great job taking advantage of the news cycle.”
10.“It’s not our fault, your product/service just isn’t all that compelling.”

Let’s see. For starters, you can knock out numbers 1 and 10 by searching for an agency that is looking to be your strategic partner, not just a job shop. If a PR firm’s consultation is valued, the client-agency relationship is maximized and expectations can be clear and managed properly from start to finish. You shouldn’t want an agency that nods its head at every single idea.

Working together through a detailed, strategic PR plan will ease numbers 4 and 8. Expect details including objectives, strategies, audiences and tactics and even sample target media outlets in a plan. And if they are true consultants, they will understand that your program allows some flexibility, depending on the demands of your industry. Yes, that means that as a client, this will take some time and effort. If done properly, the results of a strategic PR plan will make it worthwhile.

As for 2, 3, 6 and 9, why would you take anyone’s word? We don’t like in a “because I said so” world, and if they are anything beyond claims, the agency’s portfolio will do the talking. As a client, it’s in your best interest to ask for examples and get a clear picture of what potential agencies’ capabilities really are.

Moving on to 5. Web 2.0 really isn’t an optional part of PR anymore. Why not look for a PR firm that also has other marketing and interactive capabilities. Even if they don’t start out as your interactive partners, the agency’s in-house talent will have a Web 2.0 background. And again, why not ask them to prove their savvy with recent examples from their portfolio?

And number 7 just seems like odd ball on the list. You either have a global presence through multiple offices, or you don’t. Your prospect will either care, or they won’t. Am I’m missing something?

So in response:

“How one can avoid the unofficial, unqualified ‘Top Ten Lies PR Agencies Tell their Clients and Prospects,’ as determined by a single PR agency:

1. Look for a strategic partner and consultant relationship when searching for a PR firm
2. Spend time upfront working together towards a solid, comprehensive PR plan
3. Take a close look at prospective agencies’ previous and current work
4. Look for agencies that have capabilities beyond just PR. Think marketing, advertising and, especially in today’s world, interactive.

A press release will not follow.

Related posts:

1. Warning: This public relations practice may leave you hungry
2. B2B Public Relations Task Masters
3. Commission-based press coverage: Why are public relations successes being treated like the sale of a used car?
4. Shaking away doubts about the staying power of interactive public relations and new media
5. The Real ROI of Public Relations

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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