Rich Baker on the evolution of PR
Posted on Jul. 28, 2021
Rich Baker, APR, started his PR career in the 70s.
And as you can imagine, he’s seen a lot of changes.
But one thing hasn’t changed:
It’s that nothing happens until someone writes something down.
“All good ideas, projects, campaigns, etc., need a plan. It starts with words on a screen,” explained Baker. “Good, persuasive, powerful writing gets things started, motivates people, sets the direction, gets buy-in and legitimizes the effort.”
Baker’s entry into public relations started like so many stories we’ve heard from colleagues. “I’m bad at math, so I decided to go into journalism!”
But during his junior year at Ohio University, he realized that traditional journalism wasn’t going to be his path (“I didn’t see myself chasing ambulances or getting excited about shootings and fires.”) so he steered toward marketing communications.
He found it to be much more exciting, more profitable and less pessimistic. And it’s one of the best decisions he ever made.
As he started his PR career in the mid-70s, the field was male-dominated and print and broadcast-based. However, two things that remain true today - good writing skills and the correct words to educate and persuade – were at the core.
Baker started with the Ohio Department of Public Welfare as a public information officer. After seven months,“the governor lost his job and so did I,” so he joined what is today known as the Franklin County Board of Developmental Disabilities.
A life-changing offer arrived: an opportunity to join CompuServe Inc., a fledgling technology company based in Upper Arlington. CompuServe was one of the first companies to offer dial up Internet and online portal to get news and chat with others around the world. It would eventually be brought under the umbrella of AOL.
During his 20 years at CompuServe, Baker rose through the ranks to become director of Corporate Communications with a staff of 25. He worked to create products and services that evolved into what we know as the Internet today. Another opportunity with an innovative company presented itself. He headed to Metatec, a pioneer for products such as CDs and virtual discs. There, he served as director of corporate communications and investor relations.
Baker took a different path for a couple of years, working for a consulting firm, M&R Management Communications, which served different organizations in Columbus. Baker then headed to the Ohio Public Employees Retirement System (OPERS) to serve as director of communications, providing retirement services to more than 1 million Ohio public employees and retirees.
After 12 years there, he retired, but continues to teach advertising and PR at Ohio Wesleyan University. He’s also in his 35th year as co-host of the Bluegrass Ramble radio program on 89.7 WOSU. (If you’ve ever heard him speak, you’ll realize why we try to get him to moderate as many Central Ohio PRSA programs as possible!)
Baker has seen many changes in his career.
- Attention spans have shrunk.
- Audiences are diverse, fragmented and overwhelmed.
- Generational dynamics make communication a highly targeted and segmented activity.
- Citizen journalism blurs authority and credibility.
- News cycles no longer exist.
- Digital and social media drive much of what happens but are under fire for their credibility, accuracy and authenticity.
- Traditional forms of communication struggle to be relevant and economically viable.
But through it all, he says, PR practitioners who take a truly communication-based approach to their jobs always have a role to play.
“The importance of educating and earning the understanding of your audience has not diminished,” he said.
What is the one thing PR pros need to know as they progress through their career?
Good writing still reigns as king. Matching the writing to the medium is essential.
“You need to know how to marshal the strengths and avoid the weaknesses of communication channels by adapting your message to the medium. Imagery is still a powerful companion to the digital word,” he said.
In this world of social media, he also cautions to pay attention to your personal brand. “How you conduct yourself and embrace the role of a communication professional gets you a much-deserved seat at the table,” he said.
Baker also used Central Ohio PRSA to further his career. He joined in 1974 after being a member of Ohio University’s PRSSA chapter. He credits PRSA’s networking opportunity as helping his career.
“The diversity of experience among the membership is an incredible source of knowledge and referrals,” he said.
Baker notes that PRSA itself has evolved to educate members to technological changes.
“PRSA membership, and eventually accreditation, lends authority and credibility to what we do. It reaffirms we’re a science-based profession that’s on the cutting edge of keeping people informed, educated, motivated and knowledgeable,” he said.
And it will continue to evolve as the profession changes. Much like the many pivots Baker has done throughout his career.
So take a note from Baker – write it down. No matter what changes come the way of our industry, it’s this simple step that motivates and sets the direction for all the good things you can accomplish in your career.
