Client Education

Barring recent events, I have decided to give my two cents on this subject.

Client education, without it we, as PR "professionals" are nothing more than mindless monkeys sitting in front of the monitor punching every single word that is being dictated to us.

In the relatively young business market of China, PR and advertising is a new industry that enjoys little regulation and a bright open space to run and play. However, that privilege also comes at the price of an understanding. Actually, it's more of a lack of understanding from the client's part on how exactly to utilize this new toy they have called "public relations."

Rather than valuing its indirect approach, clients in China should not demand the same media approach as "advertising," which is ALWAYS bought, not earned. PR can seem very obscure and even insignificant at times because it is about the manipulation of media to achieve a goal, not simply buying an outcome. That's what makes PR more effective than advertising interms of credibility. If the clients do not understand this key difference, we are nothing more than monkeys typing out a not-so-good novel dictated through our ears. We, as PR professionals, are here to give strategic consulting, creative solutions, not providing grammar checks and type jobs. We are the brains, not the hands.

Somebody please drill this into their heads. WOOSA.