While dodging building scaffolding and the NYC marketing exec commuters this morning, I had an epiphany.
We see many interesting things every day in NYC, but about every other block you’re bound to see two things: construction workers and PR/Marketing/Advertising workers. While these people may seem far apart, there are key similarities between them that we in PR could definitely learn from. Below is the short list, and let me know any others you think of:
1. Both are facing industries rife with challenges
Marketing budgets are being slashed as aggressively as construction budgets ruined by the mortgage crisis. Managing clients is under ever-increasing pressure, and is challenging us address old problems in new ways or risk a stagnant business.
Instead of building a brand new structure or entire campaign, maybe we need to think smaller and more creatively about individual parts that could use some work. Companies and contractors are less likely to sign a multi-year guaranteed contract, when they have the option to sign off on segmented projects that ensure each piece is done right.
2. Our toolbelt is, and should constantly, be changing
When times are tough we lean on the things we know well to get the job done – hammers & nails, press releases & pitches – you get the point. But each new tool can bring an entirely new way to approach one or several problems at once.
We might be more comfortable using Grandpa’s trusty hammer than a newfangled Internet thing, but we need to remain open to change and continuously evaluate how new tools can improve our strategies and tactics. Focus not only on what we can do, but before setting the first nail, why we should do it. For example, just “doing social media” fails to achieve anything constructive in the same way playing with a chainsaw gets you nowhere. (Trust me on that one)
3. We might get caught up in our piece of the job, but it’s the whole picture that matters.
In a day, a construction worker might go home after installing 100 square feet of flooring and a PR rep could send 100 pitches, but lose sight of why they did the certain task.
Maybe that section of floor will hold up a table where the multi-billion dollar deal is signed, and maybe one of those pitches unlocks a new market segment for the client. It’s those long-term goals that we must keep in mind, while making sure the detail on each piece is perfect enough to hold up the next part.
Though my construction experience mostly includes the tic-tac-toe board I made in 8th grade shop class (which was awesome), looking at other industries for influence could be of great benefit to PR at its current stage. The same is true of watching where you’re going while navigating NYC in the morning (rubs forehead).
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Interesting comparison. I like the paragraph talking about seeing the ‘whole picture’.
Thanks Dan! Was thinking about doing a series of these, with the next one comparing PR & Docs. Would love your feedback, so stay tuned.
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