Most public relations professionals would tell you that differentiating themselves from their peers in marketing and advertising has become a part of the daily duties. So why then would a PR professional ever be interested in reading a book titled, Confessions of an Advertising Man?
I recently read David Ogilvy’s book for my PR Management course at Newhouse. Believe it or not, Confessions of an Advertising Man draws many interesting parallels for PR professionals to consider in their own line of work. Here are my ten favorite quotes and their relation to PR:
- “You don’t have to be a Christian to behave like a gentleman” – One of the more humorous quotes, PR professionals (or all reasonable professionals) should conduct their work ethically and as if the entire organization depends on it. (See Arthur W. Page Society principles)
- “Imitation may be the ‘sincerest form of plagiarism,’ but it is also the mark of an inferior person” – Being authentic goes a long way in PR.
- “It is easy to be beguiled by acres of desks, departments, and other big agency appaurtenances. What counts is the real motive power of the agency, the creative potency” – Bigger isn’t always better when you’re trying to find the perfect agency to work with or work at. Remember: quality over quantity.
- “A habit of graceful surrender on trivial issues will make you difficult to resist on those rare occasions when you must stand and fight on a major issue” – Not every disagreement with a client is worth being right over. PR professionals must often pick and choose their battles.
- “When you sit down to write your body copy, pretend that you are talking to the woman on your right at a dinner party. She has asked you, ‘I am thinking of buying a new car. Which would you recommend?’ Write your copy as if you were answering that question” – In other words, most PR writing should be factually-based with limited “fluff.”
- “I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client; successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach” – The best leaders in PR are able to deliver personalized solutions for their clients’ needs.
- “…I praise my staff as rarely as Pitard praised his chefs, in the hope that they too will appreciate it more than a steady gush of appreciation” – Maybe not everyone will agree with this one, but it’s something to think about when trying to avoid becoming complacent.
- “…I see red when anybody at Ogilvy, Benson & Mather tells a client that we cannot produce an advertisement or a television commercial on the day we have promised it. In the best establishments, promises are always kept, whatever it may cost in agony and overtime” – For PR professionals, time management and teamwork are key to avoiding such situations.
- “I have never wanted to get an account so big that I could not afford to lose it. The day you do that, you commit yourself to living with fear. Freightened agencies lose their courage to give candid advice; once you lose that you become a lackey” – Whether you’re just starting out your career or an established firm owner, PR professionals should never put all of their eggs into one basket.
- “I admire people who work with gusto. If you don’t enjoy what you’re doing, I beg you to find another job. Remember the Scottish proverb, ‘be happy while you’re living, for you’re a long time dead” – Sounds easy enough, right?
As a fairly quick read, it’s no wonder Confessions of an Advertising Man is considered a classic for business professionals. I highly recommend it for professionals at all levels.