It’s all about me! Is there any value in self promotion in public relations?

Last week’s PRreview analysed Max Clifford‘s fame, this week we are comparing his high profile with that of other famous publicists and leading PR consultancies. Opinium Research carried out over 2,000 online interviews, and found that while 65 per cent of the public have heard of Max Clifford, an average of just 5 per cent have heard of the UK’s leading PR consultancies.

Supplied by Opinium Research 

Citigate Dewe Rogerson was the most recognised consultancy (with 10 per cent recognition), while just 1 per cent of interviewees had heard of Financial Dynamics. Meanwhile, Lynne Franks, another PR personality who does not shy away from the spotlight, was known by 13 per cent. On his website, Clifford claims that he does not aim to promote himself: “We don’t waste time talking about what we can achieve, we much prefer spending our time and energy achieving it. Like lots of things in life I’d rather do it than just talk about it.” But as Clifford’s work is so often highlighted in the tabloids, it is little surprise that his name has caught the public’s attention.

Corporate PR work is not so glamorous, and there are fewer readers of the Financial Times than the Sun. This means that no matter how successful a PRO is at getting clients mentioned in all the right publications, they are never going to attract the attention that Clifford does. Also, a PR consultancy’s name is rarely mentioned in a story, unless it is aimed at a PR audience.
 

 Supplied by Opinium Research

Many PROs argue that the point of PR is to publicise others, not itself. Jill Hawkins, director of PR agency Aniseed PR, believes that PROs are right to remain in the shadows: “In my opinion most PROs are good at promoting other people, but don't want to be in the spotlight themselves. A good PR will set the stage (such as do the lights, scenery and write the script) and then stand back and let their client shine. They don't want to be in the spotlight ... which is where Alistair Campbell let the side down. I remember reading interviews of the top 100 PROs in the country – they all said that they hated telling people what they did for a living because the reaction was always an assumption that they were the stereotypical Bolly-darling PR luvvie or that they did what Max
Clifford did!”

Max Clifford’s fame means, however, that he never has to pitch for new business. And for all those who hate the pitching process (or at least the expense of it), that is surely a great reason for blowing your own trumpet. However, being in the limelight isn’t the only way to get new business, claims Hawkins, who says that as she specialises in the marketing and events industries, most of her new business comes from meeting potential clients at events, or from journalist recommendations. She adds: “Most of my PR for new business is all about getting in front of potential clients – in the magazines/publications that they read. The magazines my potential clients read would never feature PR agencies or their work, but I do get involved in their events and forums.”