This morning while waiting at Urgent Care with a kid's potentially broken foot*, we read with dismay about the passing of uber L.A. journalist Mark Lacter. Mostly recently he had a regular column with the great folks over at LA Observed as well as a regular weekly appearance on NPR affiliate KPCC-FM.
The accolades streaming into @LABizObserved show how Mark Lacter, the journalist's journalist, delved deeply into a story, asked the tough questions and cut through the industry jargon to tell a story in plain English. Do you remember when you used to talk to people in plain English rather than the corporate-speak euphemisms of your particular profession? Yeah, we don't either.
As a business reporter, Lacter's job was doubly hard in that he had to wade through corporate marcom memos, earnings reports, and regulators' comings and goings - and then relay it back to the rest of us so that we would actually understand it and see how it is relevant. A true skill that is desperately needed in both business and political journalism.
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Ever since college we had a soft spot for journalists, one of our preferred career choices before going on to practice the dark arts of public relations. Still, no PR person is complete without some training in how to be reporter. Moments like these make us think about how we as a Realtor profession are telling our story. Do we know who our audience is? Other Realtors, non-Realtor licensees? The media? Regulators? The consumer public? All of the above?
Then, are we taking advantage of every opportunity to reach our audience? Perhaps a newly passed state law or city ordinance can find its way into a press release and a consumer story featuring families in the middle of a home purchase. Or maybe a favorable - or unfavorable - slew of economic data can inform how and why we are promoting certain legislation. Or even a landmark court case might help us educate Realtors and consumers, strengthen the REALTOR brand and uphold our more than 100 years of history.
Constant vigilance, creativity, honesty and cooperation. And, in plain English.
* Update: No broken foot, and the added bonus of staying home from school today. Onward.
