Radio 4 ‘Today’ programme this morning had Alan Edwards, a music PR, talking about his work with David Bowie. It was the opportunity for PR to take a bit of a kicking. The presenter suggested their input was to spin an image from very little. This is a point in itself. People like Stephen Waddington have spoken of the concept of putting lipstick on a pig.
While it might not be quite be the same context as he used it, its a good expression to illustrate a point. A great PR can not make anyone a popstar, to continue the theme. Nor can a great PR person make a success of a product which is a dog. No amount of lipstick with help.
Anyway, back to the interview. Was it a car-crash for PR? Alan Edwards spoke about the need to amplify the message. This sounded far more constructive against the usual message manipulation approach so many negative PR-bash stories take.
In a perfect world people probably like to think that the product or pop star can make it on their own merit. It’s a noble thought. But I think people recognise that the adoption of responsible PR techniques will enhance the chance of success.
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There is a clear difference between ‘polishing a jobby’ promotion and PR that brings something worthwhile to the attention of the public. It is the ethical evaluation of the potential client/job that is the challenge for PR professionals as Michael suggests. Responsible PR might not always work (the product has to have some stardust as well) but it will likely be viewed in good faith by the public and not categorised as ‘spin’…..which is unfortunately how much PR is still viewed.
Thanks for the comment Martin. ‘Spin’ seems to be such a negative term for PR. It seems to have no response to it. Past abusers have packed a merry-bunch of public ill-feeling into that one term. ‘Spin Sucks’ hits it head-on but could also be helped with a ‘for the public good’ argument.
The lipstick on a pig analogy is particularly apt when it comes to longevity in the music industry. Mmore than most other sectors, the level of subjectivity is massive. While PR may be able to sustain initial interest, it can only support artist longevity so far. In fact, PR is a fair way down the food chain for many emerging artists, with word-of-mouth rather than media being the initial oxygen that fans the flames of success and it takes more than “a little” to cut through the noise in the music industry these days.
Artists and Repertoire (A&R) can also be put, to some degree, in the same box. There have been some brilliant A&R people who have discovered and sustained artists’ careers – sometimes for considerably longer than was good for them. But the best A&Rs in the business, as with the best PRs, have an eye (and ear) for genuine talent to start with. After that it’s a matter of knowing the right people to put it in front of to propel that talent into the mainstream.
Bowie may have been helped by his ability to capure the headlines when required, but that was mostly due to his enduring ability to be articulate and ahead of the game – not just to predict the future, but create it. Steve Jobs did the same for Apple.
Without question, PR/Media Relations has played its part in creating superstar careers, but a ‘big noise’ doesn’t stay big for long if people don’t want to listen. No matter what SiCo says or how good his PR people are. After all…all the young dudes, carry the news.