From boot camps to advance training, being in PR ain’t easy, soldier

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We, at Etched Communication, just couldn’t dedicate one day to salute the millions of veterans who’ve selflessly volunteered their time, service and lives so that we can live the American dream.

We don’t take that sacrifice for granted because we know that is not a one-day sacrifice. In fact, as public relations specialists, we can relate. Though the rules of engagement are much different, allow us to take a spin on the late-great Vidal Sassoon’s world-famous tag, “If you don’t look good, we don’t look good.” Well, we know that if the world’s largest and most prominent military doesn’t look good, the United States of America and its territories don’t look good.

The same goes for PR. If our clients don’t look good, we don’t look good. It’s not that image is everything, it’s all things. And just as tax dollars are poured into our military so that the nation shows a sign of strength, clients everywhere pour trust into public relations agencies to promote strong suits.

Similar to the military, training is key. Professional luncheons are now the norm, along with webinars and conferences that pop us into inspection-ready shape. Though there are no six-to-eight week boot camps in PR, there are six-to-eight hour camps which keep us on our toes and armed with unfettered strategies.

Speaking of strategizing, let’s reference Gen. Douglas MacArthur, one of American history’s greatest tacticians. He was once quoted to have said “ … We are not retreating – we are advancing in another direction.”


That was the perfect analogy to the PR profession. It’s all about audiences’ perceptions and “Dugout Doug” was the perfect PR chap to change the world’s view on the U.S.’s campaigns in the Far East. He also said “There is no security on this earth; there is only opportunity.” MacArthur just wasn’t whistlin’ Dixie.

At Etched Communication, we understand that in PR, you’re only as good as your last campaign. And as practitioners, we know with the proper training, we’ll never have to surrender or retreat from a PR opportunity.

By Nikki Bannister, @NikBannister 

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