Making the Case

Oftentimes, when I try to live blog events, I find it more telling and more transparent to just capture the snippets, anecdotes and quotes as they come. Straight from the source and without much else. Last week, Idaho’s PR community was fortunate to spend time with Michael Cherenson, 2009 National Public Relations Society of America chair and CEO, for a discussion on the Business Case for PR. And while Michael walked us through a great presentation on making the case and what PRSA has to offer to support pros – it was the off the cuff comments, shared quotes and stories that made it memorable. A few of my favorite thoughts…

History of the PR practitioner
In the land of public relations, at first the conversation with the boss was, “Here’s the message go deliver it.”
Then it evolved into, “What should the message be?”
Now, increasingly it is, “What should we do?”


Our charge? To lead, inspire, counsel, create and converse…

  • To lead people into the future and look long term. When you have a vision for the future you get the messaging and can help our business leaders articulate the future
  • We are the keeper of the DNA of an organization, the guardians of authenticity
  • We are trust builders (& also its twin Ethics)
  • We are charged with keeping it transparent

“To be persuasive we must be believable, to be believable we must be credible, to be credible we must be truthful.” - Edward R. Murrow (who else can say it better?)
“Trust is like the air we breathe. When it’s present, nobody really notices. But when it’s absent, everybody notices.” – Warren Buffett

  • To share knowledge
  • We are brokers of ideas
  • We spark action and we make things happen
  • To foster collaboration, we are bridge builders

“Sometimes when you preach to the choir they sing even louder” – on making the case for public relations to the C-Suite as a strategic element of business.

“In lacrosse you don’t look at the goalie when trying to score, you look at the white in the net and shoot for the net. That’s where the opportunity is. Always look for the white of the net and the opportunity.

“The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with what to say and how to say it.”
– Edward R. Murrow

“When developing public relations campaigns remember it is about POST – People Objectives Strategy and then Technology comes last.”

“We as public relations professionals are the keepers of the intangible assets – like brand, reputation and trust.”

“Nothing will ever replace storytelling — sharing words, images and sounds in a compelling way….

“In PR we will always be the antenna, conscience and voice  – serving as the corporate conscience”

“We shouldn’t be defined by the size of our rolodex but the counsel we provide”

Leave a Comment