AS IF: the blog

Categories

Archives

Adaptable. Scalable. Innovative. Flexible… AS IF

Case studyAdaptable. Scalable. Innovative. Flexible. AS IF. The four most over-used words in tech PR. Perhaps here, we might be a little bit more authentic.

A perk of an independent life is having an independent view. This blog was started by Sam Howard in February 2011, just one week after going freelance and among other things, accidentally chronicles her journey from fledgling freelancer to full on virtual agency MD.

Horribly honest, marginally insightful, and invariably rather jolly, our monthly posts narrate the pros and perils of freelance life; look at how to keep your B2B comms credible; and give some tips for starting your career in PR.


Determined to be in PR? That’s handy

04/02/2011

Sam Howard asked a question of the UK Technology Journalists and PR Group on LinkedIn – what makes a great PR? One word answers only.

At the time I wrote this I’d had 41 answers from presumably a random selection of PRs. Having turned freelance only weeks ago I have some time on my hands so I tidied it up a bit and here’s a word cloud of how it looked…

If you add to ‘determined’ ‘resilient’ and ‘resourceful’ you’re looking at about a third of the vote. Seems we are just as well-suited to being long distance runners, a mountain climbers, swimming the channel or something else equally draining. ‘Strategic’ always a good one, gets a double name check, as does ‘personable’ and ‘creativity’, my own guilty pleasure.

Not sure about ‘magical’ myself, but I guess if you are the rest of it is easy.

But the one for me is ‘credible’. To be credible in front of your clients, your journalists, your team and your management generates trust, mutual respect and a sustainable reputation. After 16 years in this industry, my integrity, if not my ego is just about intact. Doesn’t mean I was ever the most popular girl in the room, and I was certainly an acquired taste among our clients, some of which we thought it best if I never met. But, as I used to whimper when I’d lock myself in the bathroom, “I’m not paid to be popular”.

Actually once you let go of the vague hope of ever being popular, it is quite liberating. Give it a go if you haven’t already.


1 8 9 10