As often as we say that PR isn't magic and that PR professionals aren't magicians, the more you think about it, we actually are.
Whether you'd like to admit it, we are all lovers of magic on some level. It triggers all sorts of emotions -- the mystery, confusion, awe and even frustration when you are determined to figure out how a particular illusion was performed. At first glance, most magical illusions seem simple, with most getting the standard "Oh that's easy. I could do that!" reaction.
But when you are given the playing cards, the magic metal rings, the three shells and a pea or knotted rope, the illusion doesn't seem as simple, does it?
That's because there are a lot of moving parts -- as well as a lot of practice and expertise -- that goes on in the background to make those illusions seem so simple.
Now, do not confuse illusions with PR spin, please! Illusions are more about making something complex look easy for anyone to do at a glance, while PR spin is just dishonest and sketchy. It is easy for those not in PR to read various stories in newspapers, magazines and blogs and say "I could place a story like this" or "well, if my competitor/partner can get a story like this, it can't be that difficult."
True, sometimes getting an amazing profile story or mention in a high profile publication is just plain luck. The reporter stumbled upon the company or product and personally fell in love with it. Or timing just worked in their favor.
But more times than not, there is quite a bit that goes on behind the scenes -- sometimes for months -- before that one story publishes. Just like a magician practices shuffling and cutting cards for hours a day to make that one performance flawless.
So while we tend to say "PR isn't magic" or we (PR pros) "aren't magicians", in fact, we are very much so. Just no one sees all the work that goes into it all. And that's the point.
