Overseas Filipino workers, the Maguindanao massacre, the Abu Sayyaf, and the Spratly Islands – surely not mainstream issues or topics that are seen in the media here in the U.S. regularly. However, thanks to the hard work of a Public Relations agency (not 5WPR), The New York Times, Bloomberg News, Reuters and others interviewed visiting dignitaries from the Philippines this week regarding the topics above.
Despite the firm’s success, the hiring of a NYC PR firm was a scandalous front page story in Manila, with headlines blaring: “Palace admits hiring US PR firm.” Outrage is now abound in Manila; hiring a Public Relations Agency to assist in building support within the US?
On the front pages of Manila media, you can read of the administration defending the $15,000 PR budget at:
http://www.gmanews.tv/story/201737/15000-pr-budget-a-necessary-expense-rp-officials
As the President of the Philippines explained, the U.S. visit will likely “generate tens of thousands of jobs for Filipinos.” Upon arrival, he interviewed with six of The New York Times newspaper’s staff. Later media reports spoke of interviews with Bloomberg News and Reuters.
We work extensively in International Public Relations for dignitaries visiting the U.S., and I would imagine this campaign involved wining and dining along with tons of calls and follow-ups to arrange the NY Times, Reuters, and Bloomberg interviews. Not to mention researching the background of the Reporters doing the interviews, providing talking points and escorts to the interviews, and dozens and dozens of hours.
In my eyes, the scandal is the absurdly low fee which this firm earned – one, that in many other professional service industries, would cost at least 10 to 20 times more. Advertising campaigns, which few people see, don’t require hand holding, attention, or hours of work – which are all things built into a PR firm’s fee.
Its high time that Public Relations is afforded more respect. In a case like the one above, jobs will be created, international favor won, and attention earned. Of course, there is an obvious positive effect at home in the Philippines, as well.
As CEO of 1 of the 15 largest privately held PR firms in the US, I spend a lot of time managing crisis communications & crisis PR projects. It’s hard, time consuming work that reaps results. The above low fee crisis is one which is absurd and, to be honest, is unsettling.
The bottom line: be fair and give credit and reward where they are due. Why does PR consistently receive the short end of the totem pole ?
Read more from Ronn Torossian:
Ronn Torossian on Facebook
Ronn Torossian on Medium
Ronn Torossian on LinkedIn
5WPR, Public Relations Insights & PR Firm
Ronn Torossian on Business Insider
