It's a 3-D summer - so why does so much PR look flat?

They say it’s going to be a 3-D summer – movies ‘coming at ya’ on the big screen and TV programmes that reach out to the viewer. But is your own company story being brought to life with such dimension? The first wave of the economic upturn is upon us and competition is fierce to get noticed. If there was such a thing as 3-D PR what would it look like? And how would it help your business make the biggest impact?

PR relies on:

1. great stories

2. great evidence to back up opinions of

3. great spokespeople.

Tapping into the media agenda is vital to ensure that your PR resonates and finds an audience. And prepping the content and the spokespeople can make the difference between blockbuster coverage and an empty house. We've made a commitment to work with all our clients in a way that energises their brands - whether they're marketing managers attending a Master class, or clients relying on Wordville to make a splash for their business. Will it be 3-D PR? Sit back, pop your glasses on and watch this space.

PR can’t help you look good naked

Working in communications can feel like walking around bearing a scarlet letter, or rather two scarlet letters – a P and an R. Slightly less trusted than TV evangelists, slightly less reliable than politicians’ expense forms, those who help companies get in the press when they want and keep a low profile when the heat is on, are a varied bunch. We don’t all work in the same fashion – we don’t all work for the same people – and very few of us are happy to work in the dark.

Businesses are under greater scrutiny than ever before with a well-informed, highly vocal audience of customers, consumers and citizens who can cut through the hype long before they’ve reached the first exclamation mark. Old-school PR is dead. It can’t be about the cover up, the distraction or misdirection to put people off the scent. The truth will out. Only those companies that engage in open, two-way conversations with their customers and stakeholders build trusted brands. And the best PRs help them do that without any skulduggery.

PR is about building buzz, sharing the brilliance and letting some light in on the magic. The old puppet-masters of the past belong in the cupboard along with their clients’ skeletons – and the scarlet letters. The modern PR likes this new form of communication, the air is crisper – and our skills are more akin to Trinny and Susanna than Gok. Yes, we can find mainstream beauty in a complicated technical product, we can help shout about the unsung heroes behind a worthy cause, we can shine light on the benefits of a new business. But if the company is not what it seems PR won’t provide more than a surface polish. If you don’t genuinely look acceptable under the harsh lights, better sort out your business before going into the press – we can’t make you look good naked.