When all writing was done by hand or manual typewriter? And to share it, you slipped it in an envelope with a postage stamp, or went to Western Union?
When the new marvel of “computing” consisted of massive rooms full of machines, vacuum tubes, and neatly dressed men and women carrying armloads of punch cards?
Just fine, thank you. We made do with what we had. As we’ve always done. When new tools replace what we’re using now, we’ll adapt to those. They’ll let us accomplish more, more quickly, more effectively.
But don’t mistake the means for the end. Tools are what you use. The end is what you produce.
Some end products never change. Like storytelling and creating the best spin to enhance or protect your reputation. The goal is as it’s always been: Is it engaging, convincing, believable? Will it achieve what you want?
If the answer to each is yes, you’re doing it right. If not, step back and rethink it.
What’s the right way? There isn’t only one. Even similar situations demand different solutions.
Money missing from the coffers of your company or non-profit? Shaking up management, but don’t want to create a perception of instability? Merging operations and need to sell the concept to employees nervous how the change will affect their livelihoods?
Never are facts quite the same. Neither are back-stories and politics (internal and external). Nor are goals (are you seeking revenge, or do you just want it to quietly disappear)?
Your job isn’t just stringing together words. That’s the easy part.
The hard part is getting there. Deciphering the conflicts and challenges. Sorting out motives of the players. Knowing who each audience is, and how they’ll respond. Holding the client’s hand as you counsel them on what’s possible, what’s not, and what’s best.
At the end of the day, it isn’t a science. It’s an art.
“Because Reputation Is Your Most Valuable Asset”
Gillott Communications is a Strategic PR firm. We’re Fixers. Crisis & Reputation Management. Litigation. Media Relations. Crisis Prep. More than half a century of expertise working with clients to resolve issues both in and outside the media’s glare — in their professional and personal lives.
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For a deeper glimpse into our world, see our book on Amazon, “A Lawyer’s Guide to Crisis PR: Protecting Your Clients In & From the Media.”
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