Bit of a dry subject, isn’t it, mate?

That was the response from a business professional while I gauged his level of awareness of the technology behind an environmental project that is about to be launched.

And while he made an interesting observation, the PR practitioner knows that what’s often dry and worthless on the outside can be liquid gold on the inside. This is an appropriate reminder of how we add value to clients.

But why do many people fail to see the story in the first place? It might be because, according to research, we are exposed to twice as much negative conditioning as positive throughout our lives. There is a time for acknowledging the negative but it’s all right to talk about good news as well.

The beauty of the PR profession – if we act with integrity – is to see something in the darkness that will sparkle once it’s brought into the daylight. But just as a good frame will help present a fine painting, the story has to be good in the first place. While I risk running away with the metaphors, when a dog bites a man, no one cares, but, when a dog bites a man, it’s news.

In researching the environmental, a whole new world of technology opened up to me. If harnessed effectively, it will help impact on most aspects of our lives, boost economies and develop create greater self-sufficiency. We just need to get the message across.

Dry subject. I think not.

This is a guest post by Mervin Straughan, Straughan Consulting