DIARY: So just how many pros does it take to change a bulb?

’How many public relations executives does it take to change a lightbulb?’

’How many public relations executives does it take to change a lightbulb?’

’How many public relations executives does it take to change a

lightbulb?’



The answer, according to a joke making the e-mail rounds, is 27,

including: one person to hear through the grapevine that a lightbulb

will soon be changed; one to decide whether a media event should be

organized to commemorate the occasion; one to write a news release and

two sidebar features about the lightbulb; one to develop a comprehensive

Q&A to deflect tough questions about lightbulb usage; one to write a

’hometown’ news release on the maintenance worker changing the bulb; and

one to study how a similar event could be handled more efficiently in

the future.



We here at PRWeek, however, think this is very unfair: the actual number

of PR pros should be one, not 27 - and that one person would get zero

thanks for accomplishing every one of the tasks by him or herself.



Of course, we might also add a few lines onto the list, requiring the

pro to: give a heads-up that the lightbulb is about to be changed; send

a release by fax, e-mail and mail; follow up with journalists to make

sure they’d received the pressing lightbulb news; and send a black &

white (not color, mind you) picture of the lightbulb and pros changing

it to publications without identifying it. Did we miss anything out?



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