Let’s talk about what distinguishes an unstoppable PR “professional” from a PR “shockingly average-al.” Not be confused with the Three Signs of an Effective Flack, this is a conversation about work approach. I’ll start:

To a great flack, the state of your reputation is an intensely personal responsibility.

Be it day-to-day grunt work, shielding you from unimportant drama, proactive strategy or reactive crisis response–the minds of these folks are anchored to an unshakable urge to enhance your reputation AND keep you from damaging it.

Not all flacks have this inherent impulse; in fact, many would rather not be that mentally and soulfully invested in their work/you. Some really don’t care if you do something ridiculous, or what others–like, the media–think of you. They are in PR for the sexy stuff, like getting their own name in the paper. Or worse, getting their face on TV.

This limited investment in your reputation is a signpost of mediocrity and should be avoided at all costs.

The great flacks are never satisfied with a shoulder shrug from the Court of Public Opinion. They want that Court to know you, respect you and understand your motives. This is a lot more work than securing a media hit or two–but to a true PR professional, you are so, so worth it.

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