I have arrived. This entry is what my goal was when I said, let’s talk public relations. I thought it would be best to provide some personal history first to ascertain the credibility of my opinion.
I may not have 30 years of experience in the public relations industry, but I continuously invest in my professional development. I’m a member of the Public Relations Society of America which helps keep me current on industry trends. I also read a lot of industry publications from books, trade journals, newsletters, and editorials by thought leaders. I love my career and I believe its worth it to be a lifelong student of it.
So here are some of my observations and thoughts on public relations in the Virgin Islands:
1. Many don’t know what public relations actually is. I think people have the misconception that PR is all about speaking on the radio and updating social media pages. While those are tools used in media relations activities, public relations is the development of mutually beneficial relationships with the public and stakeholders; and strategies that build and maintain a favorable public image.
2. PR roles don’t require written tests. Strong writing skills are the foundation of effective public relations. The ability to write is the responsibility of a PR practitioner. I was required to complete a timed written test at every company I interviewed with when I lived in Miami. Tests measure proficiency in grammar, comprehension, and syntax. They also reveal a candidate's understanding of public relations collateral.
The one time I took a writing test here in the Virgin Islands was during the interview for my current job. The funny thing is, the HR employee knew me, and months prior, we had a conversation about public relations. I sure did mention written tests as an industry standard for entry and junior level positions. Imagine the laugh I let out when she sat me down to take one. Ha!
However, I’ve spoken to several public information officers in the territory and none of them took written tests prior to being hired. It’s also worth mentioning that writing samples don’t always determine skill because submissions likely have been proofread and edited. If you're interested in improving your writing, the Associated Press Stylebook is the standard and go-to guide for PR and news writing. The text also includes a briefing on media law. The Elements of Style by Strunk & White is also a great resource guide for writing.
3. Public information officers are afraid of the media. I found that PIOs would often ignore reporters’ calls and emails. As a result, the media would publish whatever they wanted to based on their understanding of a matter. Reporters in the territory will not hesitate to publish "no comment" statements. To me, it is unacceptable to not respond to a reporter. They have a job to do as do I. The relationship between a public relations practitioner and a journalist should be a mutually beneficial one. This is where the “defend in the court of public opinion” comes in. Why wouldn’t you want to tell the correct version of your story if it’ll be published anyway? I get it, reporters can be a little intimidating at times but that is their nature. They have deadlines to meet with an any means necessary approach to getting the information. Be confident in your work and don’t let them bully you!
Pro tip: You can always tell a reporter that you’ll give them a call back if you need time to sort out your response (this is highly recommended, btw). However, you must follow through and provide a response. It shows that you are trustworthy and have respect. If you prefer to communicate via email, do so. The key is to respond. You serve as the eyes, ears, and mouthpiece of the organization, so it really is your job, Mr. or Ms. Spokesperson.
4. Government departments don’t have communication plans. This is my assessment. If an agency has one, I stand corrected. However, based on conversations with colleagues over the years there doesn’t seem to be a written plan or working document that outlines communication goals; key messages and their methods of delivery; target audiences; and the anticipation of crises and emergencies. Having a plan in place helps to prevent tipping the scale on reactive public relations.
5. Lack of key performance indicators. Communication plans and KPIs go hand in hand so this was a no-brainer. How do we even know if we’re effective at our job? Does the chief in charge of the organization/department understand PR and communication enough to gauge success through KPIs?
6. The disconnect between PIOs and Chiefs. In an ideal setting, the head of an organization should have his or her attorney and PR executive on speed dial (is this still a thing?). We’re back to the court of law and court of public opinion. Oftentimes legal counsel is deemed more “important” for obvious reasons. It's important to note that the value of a positive public image and reputation outweighs your ability to be legally compliant. Read my thought on ethics and morality. The attitudes and perceptions of your organization can affect trust, support, credibility, confidence, and even revenue. The top public relations employee should maintain a close relationship with the head decision-maker. More importantly, the chief should be receptive to the guidance of the PR exec.
7. Blurred lines between journalists and public relations practitioners. I see a lot of reporters become PR practitioners in the Territory and it's an interesting dynamic. This is solely an observation. I don’t have an opinion on it because both professions require the same skillset, so I get it. I just could never imagine myself being a journalist. However, I will die on this hill: being a radio show host is not an indicator of public relations prowess. It just means you can talk …on the radio.
I know that the Virgin Islands is a small tight-knit community but I hope that some of the PR practices in the territory can rise to industry standard so we can all be effective in our roles and have a competitive advantage worldwide. I don’t know what my role in improving the state would be but for now, this is food for thought.
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