You're pleased to announce and I don't care.

The media release is the primary tool of the public relations industry.  At its best it is a tightly written, well-structured document clearly presenting the ‘who, what, where and why’ of the story you’re pitching right up front in the lead paragraph. 

Unfortunately, the art of writing a media release seems to have been lost.  Just check any news feed and you will see hundreds of releases where the lead says nothing and the actual news, if the release has any, is buried in the third paragraph.  It’s like the writer is trying to play a game of ‘hide the news’ with reporters, forcing them to call the public relations professional to find out what is actually going on.

Worst yet, the first quote features the CEO or some other company spokesperson saying, “We’re pleased to announce.” So what.  How does a quote like that add to the newsworthiness of a story?  The first quote, actually all the quotes, should feature good, newsworthy facts and figures.  Those are the quotes reporters can use.

In today’s world of communication overload and six hour news cycles, it is crucial that public relations professionals do not contribute to the noise, but instead help cut through the confusion. 

Following some simple guidelines will help alleviate the situation.  Only put out a release when it actually has news value.  Ensure the news is presented up front and all the details are covered quickly and efficiently.  Use quotes that are meaningful and contain facts.  And remember that a reporter receives a hundred of these things a day, so the better it is written, the better your chance of getting coverage.

Hugh Cameron

Why I hate PR

Let’s get this straight, I love Public Relations.  I’ve been doing it for more than 16 years and can’t think of a better way to spend a workday. However, what I do hate is the term ‘PR’.

While the initials have been the accepted way to describe Public Relations since the business first began – which was about a nanosecond after the first journalist put chisel to stone – I have never used the term.  Why?  Because I do not “do PR.” I practice the art of Public Relations.

Any day of the week, or weekend, I can be asked to set up a customer event, ghost write an article for a CEO, arrange interviews with the press, write, shoot and edit corporate videos, create ad copy, write a speech, build a social media program, provide strategic communication advice during a crisis, review corporate charity policies, throw the occasional party and preform the granddaddy of all Public Relations functions, writing a media release.

Public Relations is, in my opinion, the utility knife of the communications field.  A solid practitioner of the art brings more than just one specialty to the table, and they certainly bring a lot more than what is reflected when they are described with a couple of initials.

This industry has battled hard to build itself up from the times it was used as depository for lost executives and employees who are “good with people.”  Today, we are trained professionals who can recognize problems before they happen, explain a concept in 250 words that would take others one thousand, and understand our audiences, from media to consumer.

All that deserves more than just initials. 

Hugh Cameron

Welcome to our new blog...

Welcome to the new Razor Voice blog. It seemed fitting to kick it off with an intro-slash-overview of who we are and what we do, so here it goes with a Q & A…with myself:

What is Razor Voice?

Razor Voice is a full-service public relations company based in Toronto.

Where did Razor Voice come from?

My brain. But more specifically, the idea of starting our own agency originated when we realized that while a lot of agencies do a decent and even great job, there was a huge discrepancy between the cost of doing a good job and what companies had to pay for it. We saw a simple and, to us, obvious window of opportunity. We provide a great service at a great price.

What is Razor Voice’s philosophy?

Providing our clients with a great product whether it be a full-scale PR plan or something as straightforward as a speech or a press release all at competitive prices.

What is the best part about Razor Voice?

The people and the way we work. Within the first few weeks of running this company I realized the tremendous amount of waste that occurs in a typical organization. By waste I do not mean physical waste, but something far worse – wasted time. You never get time back and all it does is run out. Meetings that accomplish nothing? Deleted. Two-hour commute? Deleted. We now have more time to dedicate to growing our business and working with our clients.

Our diverse team is comprised of talented people with experience in a wide range of industries, which generates different and unique perspectives on projects and challenges.

What is Razor Voice’s position on philanthropy?

Excellent question.

Thank you.

Razor Voice is heavily involved in philanthropy and every year we dedicate substantial time and resources to one organization and offer our services to assist with a cause that will help the community. In 2009 and 2010 we worked with Earth Day Canada. In 2011, we are joining forces with the Jorge Posada Foundation to help families and children affected by Craniosynostosis.

Thanks for stopping by and checking us out. We hope you learned a bit about us come back for more.

- JOHN