For those who have embraced Crisis & Reputation Management as their ambition and career, everything else pales. Probably because those who are truly good at it have been journalists and PR people for years, usually decades, before they specialized in crisis work.
It’s an adrenaline rush. It’s fun. No escaping that. But for some of us, there’s another factor — the joy of taking on problems of every type, sorting the reality from the unreality, then solving the puzzle to your client’s benefit. It feels good to win. It also feels good to help others in their darkest hour. Getting paid for doing what you enjoy is nice, too.
There’s a stark division within the PR industry generally — and Crisis & Reputation Management specifically — about the purpose of the client.
The model of many (perhaps most) large firms is, How many people can we put on this client? The client exists as an ATM.
Then there’s the model usually adhered to by smaller firms. The first question is, How can we help this client? The client exists as a person in trouble, and the role of the Crisis & Reputation Management firm is to find a solution. Getting paid is the result of helping the client. At the end of the day, you may not make as much money, but it’s easier to look in the mirror.
Clients appreciate having their problems solved. They’re glad you’ve made it all better. Some sing your praises. Occasionally, a few actually become friends.
“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.