Somebody stop me. I can’t help it, but there’s something going on with optimism these days. Really. I am realizing that there’s some energy to the forward-looking thinking that we all so desperately need. What probably struck me the most, I think, is how I was beginning to think. It didn’t feel good and I was sort of getting sick of those voices in my head repeating whatever I was hearing on CNN, which I think is doing a good job of offering, but still . . .
The point is we all would like a little good news and even if you don’t feel like spreading it sometimes as a publicist you need to “act as if.” You need to act as if your clients are still happy with your work even though there might not be as many journalists around right now to pick up your message, even though consumers might have to think twice about purchasing your client’s services, and so on.
Basically, our jobs have gotten harder, but they’ve also turned into a minefield of creative opportunities. I know we’re not about advertising, but we can sure learn something from the companies that are taking advantage of their customers’ tendencies to hold back with the wallet and otherwise look for more effective ways to spend and save their money. Next time you see a commercial for Target, for instance, pay attention. The music is uplifting, the colors are bright, and there’s a dog getting a shampoo at home. I love that. It makes me feel better about staying home more and when it comes to purchasing items like paper towels, detergent, etc., I might very well skip the grocery store and COSTCO and head instead over to Target just because I liked the stupid commercial.
I’m not suggesting that you pepper every communication with sunlight and sweetness, but I do think there’s something to be said about forward, positive thinking. A news release on a current product, for example, doesn’t have to even mention the wobbling economy but rather all the benefits it offers and how it can help make life easier, blah, blah, blah. Companies may in fact be thinking of cutting back on their PR dollars, but you should always at the very least be able to make a case for why publicity isn’t just a nice to have. Even in these times.