A wise old saying tells us that, Success has many fathers, but failure is an orphan.
In a phrase, that sums up the point of public relations, or PR.
People want to be a part of success, but just about no one wants to be associated with failure.
Good PR helps to bathe a person, project or organisation in the golden glow of success.
Which makes them celebrated, and in demand, and all set for more success in future, whatever their next goal might be.
So, is public relations worth investing in? Let's have a look at the pros and cons...
PR In Action
Look no further than earlier this month, and the announcement of a £100 million gift to the University of Oxford from the manufacturing giant, Ineos.
The money will fund a centre to study the growing problem of bacterial resistance to antibiotics, one of the world's greatest health challenges.
I've worked in the philanthropy field, and know the discussions behind the gift were probably going on for months, if not years.
But why were they concluded, and the announcement made now?
Was it anything to do with the widespread and celebratory media coverage of the Oxford Covid-19 vaccine?
How does the saying go?
You might think that, I couldn't possibly comment, perhaps?
And moving on, what other effects do you think all those positive stories might have for Oxford?
More such gifts? The finest scientists in the world wanting to come to the University to work, which can only help to burnish its reputation further?
Not to mention the best students from around the globe.
The wonderful thing about success is that it tends to breed more success.
And good PR happily spreads the word and helps to create an admiring crowd.
I can certainly say that when I was asked to teach at Oxford, I didn't hesitate...
And all because of the draw of working somewhere with such an excellent reputation.
Investing in Success
Good public relations isn't free, I'm sorry to say.
A couple of times in the last few months I've seen adverts for jobs in PR and media relations at Oxford, one specifically regarding the University's work on Covid.
Given the coverage they've received, I wonder what the return on investment has been.
I doubt we'll ever see a figure, but I imagine it's certainly measured in big smiles.
If you're more financially minded, I can give you a guess at a figure.
My company, Creative Warehouse, was asked to do the PR for something I can only describe as "Project X".
It was a new initiative, and it needed public and brand awareness to succeed.
So we produced a strategy, developed some story lines, wrote a news release, targeted a few specific journalists, as well as the wider media...
The result was coverage in more than 200 outlets across the UK, including most of the national papers.
Buying advertising in that range of media would cost, I would guess, perhaps £100,000.
And advertising is never as effective as good PR anyway, simply because people are aware it's bought, rather than earned.
Forgive me being coy and modest, and not talking about our rates, but...
I can certainly say the institution concerned was delighted with the return on its investment.
The Pitfalls of PR
I know what you're thinking.
That this is a good sales pitch, but public relations isn't that easy...
And you'd be right. It isn't. It has plenty of pitfalls and dangers.
Plus I don't do sales pitches here, just (hopefully) fair and thoughtful insights into the world of words.
I still retain my annoyingly ethical and balanced BBC heart, despite my best efforts, so I'll go into the pitfalls of public relations too.
But that's for next week's blog, if you don't mind.
Less is more is another excellent mantra in communications, and I've taken up enough of your time here.
In the meantime, to help inform my next musing, if you've had any experience of PR - either good or bad - please let me know. Thanks!