Yesterday, I was talking to a company that I hope might become a new client. They have had bad experiences from PR consultancies in the past and as a result they don't see the added value that a good PR consultant can add to their team.
When I discussed their experiences, it appears that a big draw back was that the previous PR consultant could not write. Or rather, the quality of their written work was so poor that the client usually had to re-write the copy themselves.
Surely, this is self-defeating - writing should come as naturally to a PR exec as heading a ball should come to a centre forward. Just as a football team would never sign up a striker who couldn't head the ball, then you would think that fantastic writing skills should be one of the first capabilities that a PR consultancy should prove prior to being retained by a client.
Mind you, it could be argued that my favourite soccer team - Newcastle United - have not had a decent header of the ball since we sold Andy Carroll to Liverpool.
But it is my heart-felt desire that we rid the PR profession of consultancies and consultants that cannot or will not write. It does the profession no good at all and as my PR mentor, Roger Staton, would say, you don't start representing our clients until you can communicate effectively using the spoken and the written word.
What do you think - if you would like to contribute a blog entry please contact me at email@example.com.