The emergence of PRstore, a retail public relations concept designed to help small businesses, will surely add to the above discussions.
Tom Murphy suggests PR professionals “keep the wailing and disgust to a minimum.” I agree.
We take pride in what we do. So when our career of choice is standardized and served up on a menu, it’s natural to take issue. But consider the business implications of PRstore.
- Market Need: Small businesses can’t afford a monthly retainer. Most can only afford to promote specific events. The fact that these businesses are investing hard-earned dollars into public relations demonstrates awareness of the value our services provide.
- Commoditization: This new service will pose a threat to some solo practitioners and small firms. But we help differentiate our clients and save their products and services from becoming a commodity. You should have no problem differentiating yourself from PRstore.
- Walk the Talk: If you take issue with PRstore, your best work is the best response. The client wins, you win, and the delta between you and PR on a Stick become wide enough that you can gaze at it comfortably—through a telescope.
Competition is healthy. Rather than look down your nose at PRstore, you should focus on the bigger picture.