takingAIM
The Fundamentals Never
A lot can change in 30 years. The industry has evolved and technology has
changed the face of our work. Gone are the days of stuffing press kits until your
hands were covered in paper cuts and waiting by the fax machine for news releases
to send successfully. We communicate differently.
A trip down memory lane of Curley & Pynn’s (C&P) award-winning blog, “Taking Aim,” is in some ways like peering into a
time capsule for each year of the blog’s existence since 2008. But while looking at the past we can see glimpses of the
future, as the basic fundamentals of public relations never grow old.
Here are some of our favorite Taking Aim insights from over the years, which still ring true today.
The Message Comes First –
C&P partner Dan Ward got it right when he said that communication theorist Marshall McLuhan got it wrong. The
medium is NOT the message. While social media has certainly changed the way we communicate, it’s simply a
vehicle for information. Message development always comes first. Only after determining what you want to say to your
audience, can you determine the best way to share that message. That’s strategy.
Communicate With Style –
Toward or towards. Website or Web site. Which would you choose? As C&P partner Kim Stangle explained, AP Style
never goes out of style. For the uninitiated, the AP Stylebook is a writing style guide for journalists. It’s an important
reference tool detailing spelling, punctuation, proper usage and general grammar quandaries that make some of us
scratch our heads. At Curley & Pynn, we always have an AP Stylebook within reach, ensuring that our press materials
would pass a journalist’s writing test. Updates are made annually to the guide, but using these standards is a no brainer
and good practice.
Do The Right Thing –
No matter your profession, adhering to a code of ethics is not an option. In this blog post by C&P founding partner
Roger Pynn, he discussed a young professional’s concern likely shared by others who are new to our field. As a public
relations professional you may someday face an ethical dilemma on behalf of your company or client and the way
you choose to handle it can impact the rest of your career. It may not be easy to do the right thing and counsel your
employer or client appropriately, especially when your job may be on the line. As Roger wisely shared, the true crime is
turning your back on the right decision. Your reputation stays with you throughout your career. Don’t ruin a good name.
Be Targeted –
Whether you’re pitching media, your organization’s members or potential clients, do so with purpose. C&P associate
communications strategist Vianka McConville reminded us of the importance of targeted communications when she
shared an article from The New York Times. The writer took to task (directly in one case) public relations professionals
whose pitches were unwanted, unrelated to his column and, by definition, spam. When you’re going to the range, bring
your rifle, not a shotgun. Know your targets and take the time to know if they want to know you.
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| thestrategicfirm.com