A few months ago I was in New York City with a few buddies. On our last day in town we decided to take a “Pizza Tour” of some of the oldest and best-known pizzarias in the city. Scott, the tour guide, owner and expert of everything pizza taught us the intricacies of the differing ovens, techniques, water, dough and cheeses. He showed us there are no two pizzas alike.
Being in Italy, where there is a pizza place literally on every corner, got me thinking. Pizza and public relations are not all that different. In almost two weeks in this country, I have yet to taste two pizzas that are even remotely the same. The slice I had in Venice is completely different from the ones I had in Bologna, Rome, and Milan or the one I just had for lunch. The same can be said for public relations.
Public relations across Europe and around the world is like pizza. There is no one size fits all model. Public relations in the UK looks entirely different from public relations in Italy or France. The people, cultures and language are all different. Just like pizza, PR is unique to specific regions and countries and these differences must be accounted for when producing a campaign for a product or large corporation.
The ingredients going into the campaign are not always the same. Public relations professionals all have different techniques and approaches. Some of these methods are more effective then others. That being said, just because pizza is different doesn’t make it bad and the same is true for a diverse set of public relation practices.