Can your mom or dad define exactly what PR is?
The parents of employees at Creamer Dickson Basford couldn't either, apparently.
To combat this problem, the agency recently held a 'Bring Our Parents to Work' day at its New York headquarters.
The firm conducted an informal intra-agency poll and discovered that most employees' parents didn't understand PR. CDB promptly decided the best place to start informing outsiders about PR was with the families of its personnel.
'Because of its behind-the-scenes nature and relative youth, PR is either unknown or misunderstood by those outside the profession,' said Darryl Salerno, CDB's chairman and CEO.
Twenty-one parents showed up for the day and took CDB's new PR 101 training class. Afterwards, the visitors attended a working lunch hour headed by Phillip Bloom, SVP and head of the agency's consumer practice, where they brainstormed ideas for bringing food products to the forefront of public awareness.
Christopher Dobens, VP and director of marketing at CDB, said the program opened more than a few eyes. 'Here were people who didn't understand what their kids were doing for a living,' he said. 'Now they don't understand why companies aren't investing more money in PR.'
At the end of the day, parents received certificates saying they were versed in PR and enjoyed cocktails with CDB's staff. One even asked, 'Are you accepting applications?'