Zombies have infiltrated the PR industry

EDITORS DESK

Warning! Zombies have infiltrated the public relations (PR) industry. They are embedded in PR companies, now rebranded as creative solutions firms, integrated marketing agencies, or communications experts, etc., especially the new ones or the old companies now managed by a new team. These zombies, usually 20 to 35 years old, are in positions such as “Media Relations / Media Affairs managers, specialists, or assistants” who, sadly, have no skills at all in media relations, are glued to their smartphone all of the time, and are not even slightly aware of that thing called “courtesy.” I am aware that times have “changed.” Legacy media brands are perceived to not command the usual audience and influence compared to vloggers or TikTokerists. I even attended a property event where an awardee said on stage how irrelevant newspapers are to her profession while newspaper logos (the event’s media partners) flashed on the screen behind her. Ouch! But isn't it ironic? I accept this reality and may write about that topic someday. But change is the only thing constant in this world, and I’m glad to say that the Manila Bulletin (MB) has kept up with the digital times. In my 25 years with MB, I have noticed the gradual decline in courtesy among these young “media relations experts.” “Thank you” is not part of their vocabulary; instead, they like to throw in emails such as “follow up,” and “follow these posting guidelines” in yellow highlight. I just received an email now, which says, “Let me know ASAP if you will publish this PR or not.” I haven’t met that person, but I could imagine her gritting her teeth! Being young should not be an excuse to be rude. Let me illustrate what I mean. And if you think you’re the zombie being alluded to, perhaps you’re the one.

‘Top zombie moves’

I like attending liquor-related events because it’s always a fun time. But lately, these have given me sour experiences (and a bad hangover). In an event in Rockwell on a weekday rush hour, I arrived on time only for the event to start three hours later. That’s fine. There’s beer being served even with no “real” food. When I arrived, the one who invited, the so-called “media relations expert,” was “glued” to her phone. At her registration desk, I signed my name, and she even looked at it. During the entire course of the event, she never even came by to say “hello or hi” — in short, nothing from her “ni ha, ni ho.” When I left the venue, I passed in front of her. She didn’t even raise her head as she was now having an intimate relationship with her phone. What did that “media relations expert” do the following day? She emailed me multiple times to ask when their press release will be published. Bravo! She’s a top-tier zombie!

‘Beet-red with his barkada’

I was in Makati that day, and there was this shoe launch nearby. So, I went. I didn’t care if it was a standing room only since I was entertained by the loud music. Never mind if a person from that PR agency carelessly forgot to put my name even when we RSVP’d. It turned out that the “media relations expert” was already drunk — beet-red drunk — while taking several “groufies” with what must be his “barkada.” The formal program has not yet even started! When I approached him to make a courteous introduction, he looked irritated. Then, he shoved in my hand a small paper plate with six pieces of fishballs since it was already dinner time. Thank you for thinking about my diet. I’m sure he partied like it’s the Thriller days, doing his zombie moves.

‘Don't disturb her lunch’

The event was at 12 noon, and I arrived at this BGC hotel at 12:30 p.m. Understandably, lunch was in full swing. I messaged the “media relations expert” that I was already outside the ballroom. I approached someone at the door who said she was afraid to disturb that person’s lunch. The desk, which had the "media" sticker, had no one. So, I waited. She came out at 1:30 p.m. and said that she was “eating” and didn’t have a sliver of a moment to check her phone. “Are you not concerned that I confirmed my attendance, and there was no one from your team to wait for the latecomers?” I asked her. She gave me a blank look, seemingly telling me that it was my “fault” for being late. Afterward, she handed me an ID. I asked if this was for the lunch venue. She said there’s already a forum that I should cover instead. Well, I wasn't asking for an entire lunch spread to be prepared again, but as a "media relations expert," one would take the extra concern to ask if an invitee is near the venue. I've seen it several times being done by PRs, who will try to allot food and space for the latecomers. Then I remembered that this was the same “media relations expert” who was hired for another event. She kept on harassing me for my attendance, so when I appeared at the event, I wondered why she didn’t even try to talk to me (or she just needed a warm body to "brag" to her client?). I was standing alone, while her team was near me, busy wolfing down food from the buffet table. I waited until she burped to talk to me. But there was no personal acknowledgement from her, only a series of press releases tagged “urgent” in my email.

Good relations for media relations

PRs are our partners. Through the years, they have provided us stories from their clients, access to interesting products, and the first dibs on important news. I have several friends from the PR industry who are now retired but still remain my personal friends. Some of them are even my mentors. I'm sure they will be shocked by my revelations in this piece. To the young media relations "experts" and "specialists," please learn from them. Let me be clear, this is not a demand for special attention or extra privileges; but since you have invited us, and we went to your events in Makati, Ortigas, BGC, or out of NCR, and have taken valuable time from our work (not to mention the cost of gas, parking, etc.), the least you could provide us in return is “courtesy.” Of course, there are media personalities who are really difficult to deal with, some have unreasonable demands, and there are the "haw shaws." PR professionals have approached me, asking how they could be courteous to the media practitioners who would berate, humiliate, or snub them. But this is not a piece about them (and to be fair, there might be a companion piece to this called "Vampires in the media industry" as they like to suck the PR dry). Going back to the PR industry, if you can't provide that "courtesy" and prefer to have a younger set of influencers, vloggers, and KOLs (key opinion leaders), then I suggest not inviting us in the first place. I have seen this take place multiple times when we are placed at the back of the venue or beside the exit (or bathroom). That's fine. Maybe it's your client's call. But please remember, influencers may come and go, but we are here to stay. Let me just share five very simple tips to expose you to the art of courtesy and help shake off that zombie vibe.

1) Welcome us to your event like you’re welcoming a guest inside your own home.

I appreciate knowing why I was invited in the first place and what I will write or post about. If you're inviting between 11 a.m. and 1 p.m., I'm sure lunch will not break your budget. Let us know what the event flow will be. Unlike an event I attended in QC recently where there was no one from the inviting PR agency. Even the people at the registration desk were clueless who that person was. That “media relations expert” also didn’t even bother to ask where I was even though I messaged that I'm arriving. So, I was clueless.

2) Leave your phone/ laptop for a moment to talk to us.

Another event in Greenhills I attended had this “media relations expert” who was so busy with her laptop. I was leaving the venue, so I said goodbye; she only lifted her head, flashed her zombie smile (smile on the lips, but dead in the eyes), and went back to her laptop. So, it was a missed chance for her to do some “media relations.”

3) Once the event is over, a 'thank you' will suffice

. I appreciate the showing of genuine appreciation. In years past, a media relations expert would not only thank us after the event, but also after we have written (or posted) about it. Recently, I had featured a property in Mindanao and sent the “media relations expert” a PDF file of the print issue and the online link as courtesy. There was nary a response from him, “ni ha, ni ho” — very typical of a zombie who only knows this line: “Use this press release.”

4) Communicate with us, not only when you need our attendance.

  We are different from the esteemed editors of the past who were very intimidating. Today, a lot of young editors are like you, too. But please learn how to communicate with us properly, sincerely, and timely since you are in this industry, which relies on effective communications. If you feel that we are not in the "mood" to interact, then a simple "hi," "thank you for coming," or "how's the traffic" will suffice. Those words will go a long way in breaking the ice. Again, it is not our role to "entertain" you; we don't have that "media relations" attached to our names. If you feel you can't communicate adequately and if it's a burden for you to entertain the media, then do something else, like construction work or setting bathroom tiles. And please, don't direct the newest member in your PR team (the most clueless!) to harass us with follow-ups.

5) Aside from knowing the correct spelling of names and positions or sections, remember that "ghosting" is not acceptable.

Don’t emulate this PR agency with a full-blown ghosting-zombie team — After our MBrand worked so hard to present a proposal to them, there was no response or reaction from them after the presentation. Even after several follow-ups, there was ghost-silence, not even a simple “we’ll get back to you.” They just did a "twilight (seen) zone." But when they had a recent event and needed my attendance, they resurrected and would disturb me, even sending PMs on my Messenger. But this story is for another time. *(Johannes L. Chua is the editor of Property Living, Environment & Sustainability sections, and Liwayway Magazine)*