Confession: I have been at this PR thing for a while. In that time, I have learned a few irrefutable truths:
- There will always be a client that thinks he or she knows more about the media than you.
- There will always be at least one agency that can — and will — do it cheaper, faster, and worse than you … and they will still get the business.
- There will always be a couple of PR pros on your team who believe the only way to get ahead is to place a knife in your back.
Recently, a new dogmatic fact has crept its way onto the scene, lifted its leg, and marked its territory with authority: Someone — client or fellow flack, it doesn’t matter — will always exclaim, “Oh, we can make that go viral. Easy.”
Can we please take that animal out back and make it into glue? Like today?