Trust Me, PR is Dead

by Robert Phillips

In Trust Me, PR is Dead, Robert Phillips – the former EMEA CEO of Edelman, the world’s largest public relations firm – calls the end of the PR industry and advocates new models of public leadership and public value. He tells tales from the front line and twenty-five years at the summit of PR, from the ‘Hello Boys’ Wonderbra campaign to sharing the stage with CEOs and prime ministers, as well as trying to bring an end to the British monarchy. Trust Me, PR is Dead includes over a hundred stories and interviews with key business leaders and politicians, as well as detailed case studies from a wide range of organisations and movements including Unilever, Tata, Patagonia, John Lewis, Arup, Mondragon, Porto Alegre and 38 Degrees. It includes communications strategies for dealing with the progressive future. Trust Me, PR is Dead captures the story of an industry seemingly unaware of its own death throes, but Robert also highlights the inevitable demise of many other traditional, disrupted industries and disciplines – from media to publishing and political parties, diplomacy to internal communications and, most crucially, leadership itself. In an age of individual empowerment, power is shifting from state to cities; employer to employee; corporation to citizen-consumer. Power and influence have become asymmetrical. Trust is forever fragile and attempts at control futile. As the time of PR and so many old industries comes to an end, Robert optimistically attempts to answer the “if everything is dead, what comes next?”, and argues that activism, radical honesty and transparency should be at the heart of business and politics today.

234 pages, Kindle Edition

First published January 25, 2015

About the author

Robert is the co-founder of Jericho Chambers – a progressive strategy consultancy described as “a much-needed antidote to McKinsey and WPP” – and a Visiting Professor at Cass Business School, London. Formerly, Robert was President and CEO, EMEA, of Edelman, the world’s largest Public Relations firm. As well as being author of Trust Me, PR Is Dead (Unbound, 2015) Robert co-authored Citizen Renaissance in 2008. He is a public speaker, media commentator and columnist, and advises companies at senior level on issues of trust and communications. Robert fundamentally believes that Public Relations is dead – through his writing and professional counsel, Robert advocates new models of Public Leadership, Public Value and Permanent Engagement.

Reviews

[Steph · Rating 4 out of 5]

Despite the sensationalist title this is a well argued and written book with much I agree with. It is such a shame his sister edited it as what makes it such a good read are the anecdotes from his decades of experience. Robert isn't afraid to give his opinion, his feelings on Branson are amusing, and whilst I disagree with his prognosis I enjoyed his train of thought.

[Karen Wenborn · Rating 4 out of 5]

Wow! Robert doesn't pull punches.
Thought provoking, insightful and disruptive.
What's not to love?
Also had the pleasure of hearing Robert speaking, inspirational.
So yes, it is a great read.
If you are involved in any activity that involves marketing, PR, leadership or customers, read it.

[Céline Schillinger · Rating 5 out of 5]

A must read for communicators and change makers.
Anyone interested in how organizations communicate, or should communicate, will enjoy this book. It's fun and thought provoking.

[Mohamed E · Rating 2 out of 5]

It’s almost like every chapter is a reworded and paraphrased version of what could have been a single 3000 word essay.

[Bookish Jen · Rating 4 out of 5]

PR is Dead; long live PR could be an alternative title to Robert Phillips’ book. Trust Me, PR is Dead is a book I felt compelled to read because I have spent some time in the trenches of public relations. But as someone who has also done some time in the journalistic trenches, I also look at PR with some very jaded baby blues.

And apparently Phillips is also a bit jaded when it comes to PR because he has been a PR professional for most of his working life, most notably with the PR powerhouse, Edelman. He knows the world of PR—the good, the bad, and the ugly.

Now, you might be thinking, “Wait a minute! Phillips worked in PR and is now telling us PR is dead? Is he biting the hand that fed him (and fed him very well)? Or has he learned a few things on his PR journey and now realizes PR is dead (or at least on life support), and seriously needs to change…or else?”

Well, after reading Trust Me, PR is Dead, I can safely say Phillips’ is definitely in the latter camp; and his book is a treasure trove on how PR has made major missteps and how it can change in a time where people are developing finely tuned BS detectors when it comes to media, politics, business and entertainment.

In other words, PR peeps—You can’t crap on a cone and expect people to call it ice cream.

In Trust Me, PR is Dead each chapter is dedicated on how PR has to change as society changes, using key components of evidence such as quotes from PR professionals, business leaders, advertisements, journalists, social media and various PR tools of the trade like press releases, professional profiles and interviews. Some of the names of various parties Phillips uses in this book have been redacted using heavy black bars. Phillips probably did this to protect the innocent and not-so-innocent. And perhaps to cover his bum so he doesn’t get pulled into court for possible “libel” charges.

For the longest time PR has been about making an organization look good to outside parties. In theory, this sounds good so—put your best foot forward, stamp out a great impression, and make the most of what you got. We often do this as individuals when we do our very own personal PR, right? But often organizations slip up. Instead of traditional PR owning up and taking responsibility for an organization’s missteps and misdeeds, some which are harmful and often lead to death and destruction, PR ignores them or tries to cover them up with a lot of PR glitter and gloss. This glitter and gloss does nothing to rectify the situation. And this is in a time where the public is becoming more educated on organizational BS (or at least should) and wants solutions and carefully chosen actions, not meaningless words.

Today’s PR professionals must realize the most important component in PR is trust. The public wants to trust a company or organization and the products and/or services they provide. Not only does the public require trust, the public also requires authenticity, engagement and honesty. Or what Phillips calls public leadership.

Now how have we come to this point? Simple, in the past few years we have experienced an economic meltdown, the worst since the Great Depression, one that still affects us today. We have dealt with Wall Street greed, corporate malfeasance in the forms of Lehman Brothers, Worldcom and Enron, political misbehavior and other forms of detestable conduct. People are fed up! And many of them are learning about this not just through traditional media, but also through social and alternative media and good old-fashioned word-of-mouth.

To rectify this PR professionals must now employ several key strategies to gain the public’s trust. Among them include the following.

1) Embrace data and specialists
2) Focus on different skillsets and talents to better serve clients and the public
3) Look at the general public as citizens, not merely as consumers
4) Strive for excellence and eschew bureaucracy
5) Advertising is one thing; it is not the whole thing

Trust Me, PR is dead is well-written in an audience-friendly way that even non-PR types will find valuable. I hope it finds a wide audience and is embraced in a time when politics, media, business, entertainment, sports, charities and other organizations need to keep it real. Believe me, we as a society not only want this; we demand it!

I have to give a shout out to Jeff Abraham, a wonderful PR professional from Jonas PR. Jeff has been instrumental in sending me galleys and advanced copies of books for me to review including In the Company of Legends by award-winning documentary filmmakers Joan Kramer and David Heeley and Kelly Carlin’s memoir A Carlin Home Companion-Life With George. Jeff’s work has always been professional and without hype. He respects my work and never pressures me to write positive reviews. He truly values my input. Jeff is a total mensch and is what PR should be. Thanks Jeff!

Originally published at The Book Self
https://thebookselfblog.wordpress.com...