The first rule of being in public relations is that you are not the story. Under our current administration, the press secretary and comms team are the stars of the White House. From Sean Spicer becoming a meme, getting spoofed on Saturday Night Live, and making front-page news for resigning, to the White House communications director Anthony Scaramucci, who has been on the job for less than a week, and has trended relentlessly on Twitter for leaking information, swearing, or threatening White House Staff.
As PR professionals, we’re supposed to clarify our clients’ stories. We give journalists the facts so that they can write the best story. We position our clients in a way to make the biggest impact and receive positive press. When your PR team outshines your message — you know you’ve got a problem.
Photo by David Everett Strickler on Unsplash