Do It Yourself?
DIY is popular for home-improvement projects. After all, Home Depot, Lowe’s and Orchard Supply Hardware built empires out of it.
But the do-it-yourself concept isn’t transferable to serious public relations where your reputation is on the line. Just as a doctor who treats himself has a fool for a patient, so too does a person in the spotlight who seeks to adjust the glare himself.
In an earlier post, we sketched a picture of what motivates the media. That’s the easy part.
The hard part is being able to deal effectively with journalists without making a mess of it. That comes from decades of dealing with them from the other end of the phone. It’s even better if you were one of them. Nothing begets clarity better than having walked in someone’s shoes.
So here’s a quiz, for all you who wonder, “Can I handle this myself?”
Ask yourself two questions:
First: Are you comfortable dealing with the media yourself?
Second: Are you confident that your media skills will achieve your goals, or your client’s?
If answer to either is anything less than an absolute yes, don’t try it yourself. Because working with the media is an extremely slippery slope. So much is at stake, and the risk of making a fatal error is so great.
There’s a reason why experts exist, be they homebuilders, doctors, lawyers — or PR folks who specialize in Crisis & Reputation Management.
“Because Reputation Is Your Most Valuable Asset”
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management. If you don’t already subscribe, please sign up for our blog Insights on High-Stakes PR. You can reach Roger Gillott directly at 310-826-8696.