Should PR pros believe in their brands?
Some comms pros say you don’t necessarily have to love the product or service you’re promoting, especially if you’re a consultant.
I thought about this second resignation recently when I had lunch with a friend who is a public relations consultant. He was telling me about a product launch he is working on.
“Sounds like a stupid product,” I said.
He agreed. “I’m just collecting a paycheck,” he said.
Following this exchange, we spoke at length about what it’s like to work with clients whose product, service or idea you don’t believe in. We agreed that there is no simple answer to the question: Do I have to believe in my clients to work for them?
“Typically, when I don’t believe in the client, it’s because I don’t believe in their business strategy,” the PR consultant told me via email in a follow-up conversation. “They hire me and listen to me when it comes to public relations strategy, but I can’t do anything if I think their product is flawed, or in some cases, just a dumb idea. That’s none of my business.”
He continued:
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