PR Does It Best!

With the semester winding down, I feel that I have developed a clear understanding of PR and what it means to implement best practices in the industry. I cannot wait to start my new job this summer at a PR firm in Dallas with the confidence and knowledge learned from research, interviews, lessons and guest lecturers in class. As a blogger, I have picked up several tips about PR and here are the top 5 that seem to be constantly reiterated:

1. Communicate to be Understood, Not Simply to be Heard. This means investing a significant amount of time and energy in researching the reporter or journalist you are targeting. "Know the reporter and the publication before picking up the phone." Bad media relations comes from people who simply spout their message repeatedly and endlessly without regard for the interests or perspective of the journalist they are talking to. If you are looking to pitch a journalist, take the time to research the reporter, his predispositions, interests and past writing.

In a recent post, I noted my observation of a colleague at my internship. Per her instruction, she encouraged interns to build a relationship with a reporter by keeping up with what they are doing in the industry. If they have their own blog, read it regularly. If you like what they’re talking about, post comments. If you have some advice for them, pass it along. It is a great best practice to develop early a positive relationship with your local media. Don't hesitate to call an appropriate reporter and draft a press release for your website. You may not always get coverage, but you have nothing to lose by cultivating these relationships. Investing time in whom you are targeting will help all PR professionals to communicate their message better.
http://aboutpublicrelations.net/ucgranat2a.htm

2. Read the Newspaper. A few months ago, I had the privilege of meeting with Joan Lufrano, a seasoned PR professional at DraftFCB in Chicago. One of the great pieces of advice she gave was to stay on top of the evolution of PR in the communications world. “Nothing is the way it used to be,” says Lufrano, “Everything has changed and the only way to understand the way people currently communicate is to read the newspaper.” It is imperative that PR professionals remain up to date with current events, changes in the business world, what is going on in their clients` industry. Lufrano advised me to read everything from the Business Week to The Wall Street Journal. She even pointed to PR Week as an essential reading aid to keep up as an insider. Immerse yourself in a variety of communication mediums, including the Internet, television, radio, newspapers, and news magazines. I can honestly give her advice partial credit for landing me my first job in the career world. I felt informed, confident and prepared in all of my interviews.

3. Stay Current, Follow Trends. With more than 52 million blogs and over 800,000 posts daily, staying on top of communication and media trends in our culture is crucial for PR practitioners. Need some examples of trends? Well how about blogs, wikis and podcasts, to name a few. No one could have predicted the recent development and significance of these trends. They not only help the world understand your company, but they help your company understand the world, your competition and your audience. As they change the face of public relations, it is essential for our industry to maximize their influence.
http://www.ogilvypr.com/expert-views/personal-media.cfm
http://www.nevon.net/nevon/2005/04/edelman_and_int.html

4. Know The Fundamentals of PR. This might seem like a simple idea, but one cannot excel in PR without a concrete understanding of what this industry is about. There are certain skills necessary to work in the world of PR. These include:

-A very high level of communication skills, written and verbal. This means an ability to craft pitch letters, press releases, fact sheet, backgrounder, etc. Don't know what these are? You're in the wrong industry.
-Know your client. Take the time to research their goals and objectives. Know their business sector and industry well. Invest a sufficient amount of time in a professional relationship that allows a mutual trust. If this is established, a door for communication, creativity and a flow of ideas will be opened.
-Be very adept at multitasking and time management. Definitely a best practice that is necessary in a rapidly evolving field of technology, news, deadlines and competition.
-Adopt a journalistic approach. Look carefully at how reputable publications such as The New York Times or The Wall Street Journal write a story. What is the lead? What type of quotes do they use? Study different types of stories -- features, executive changes and news articles. Say what you want, but say it simply and plainly. Get this sort of perspective and then you'll be sure to end up with a solid product that would appeal to any journalist.
-Return calls and respond quickly to emails. An essential in establishing relationships.
http://www.wisegeek.com/what-is-public-relations.htm
http://aboutpublicrelations.net/ucpotvina.htm

5. Create the Unexpected. Look for out-of-the ordinary perspectives and initiatives for spurring media interest. While it's easy to recycle press releases and fact sheet templates, infusing your media plans with some innovative thinking will produce stronger, more effective results. For instance, when the PR agency for Russell Stover Candies introduced Peanut Butter & Jelly Cups, they positioned the product as part of the growing retro trend and tied into adult nostalgia for childhood. They sent out "Wouldn't You Like to Be a Kid Again?" personalized purple lunch boxes filled with jacks, jump ropes and product to media nationwide along with compelling video footage. They reached more than 15 million consumers with the message that our new candy is fun for all ages. Media as diverse as The Rosie O'Donnell Show, Today, Seventeen and Time all covered the product.
http://aboutpublicrelations.net/ucpotvina.htm

Through the semester, I have concluded that these 5 best practices will lead to successful PR.