I was recently having lunch with a former colleague and the person was discussing one of the many PR award competitions into which their agency regularly heaves entries like a seafood restaurant tosses fish remains into a dumpster at the end of each night.

The person told me about a few specific programs for which they would place entries on behalf of a client. I was intimately familiar with the client and programs, so when one was mentioned in particular — a sustainably-oriented one — I knew the agency had done good work and had achieved what I considered to be “real” results. The second program entry — and this was as much as admitted — was somewhat shamefully worthless although they expected a victory in that specific category.

Now, when I say “worthless,” what I mean is this: Did the program accomplish real results for a client? Did it really reach an important or large audience to help move product, manage reputation, or help the company’s bottom line?

These are the factors we are supposed to consider every time we propose any action to our client.

The whole discussion brought to mind what I consider the “Inaction of Action.”

Very simply, there was action begin taken. In this case, spending valuable (and expensive) agency time working to get some vanity-driven PR industry award. And it accomplished very little — inaction — an award that truly means nothing for a program that even the agency recognizes accomplished nada for the client.

And this is something I’ve seen too often during my 15-plus years in the industry. Checking the box for the sake of checking the box. Direction given to develop programs that, in the end, make little difference. It is sad, wasteful, and frustrating.

The rationale for these behaviors differ:

• Sometimes it’s client-driven. The top executives want to see that major media placement for vanity’s sake or because they are conditioned to believe the media outlet is important.
• Sometimes the agency is looking to ensure it meets its retainer.
• More recently, some of the agency or client white hairs don’t realize that the major media that meant so much five years ago doesn’t mean nearly as much today when the audiences on Facebook and Twitter are exploding.
• And of course, I’d be remiss to ignore that sometimes, very smart people get on board with a very silly idea.

It varies indeed, but when we founded Elasticity, we approached our company’s vision with the same conviction — we want our efforts and the programs we bring to our clients to make an impacting difference.

Is that a lofty goal? A bit Pollyanna perhaps? Maybe, but I’d rather be intent on doing the right thing, making an impact for my clients, spending their money wisely, and reaching a target audience wherever they may reside – online, offline, in person, wherever.

It sure beats the “Inaction of Action.”