Best Practices in Public Relations

So much has happened since this class began in January. Not only do I have an entire new vocabulary when it comes to PR, I have developed a sense of confidence about the industry and I am so excited to get out there this summer when I start my internship in New York City. As a blogger, I have been able to read other blogs out there and let me say, there are a million of them, each with their own style, forte, and personality. I have learned so much from the guest lectures and was lucky enough to pitch a blog to a local company right here in Dallas. Along the way I have picked up several tips about PR here are the top 5 that seem to be constantly reiterated:

1. Create buzz, not ink. The key to creating any successful PR campaign revolves around creating interest in your client- both with potential customers and the media. Timing is everything, a well timed PR campaign can increase your clients` chances of reaching their target market with exactly they want to hear, when they are ready to hear it. Use creative techniques, from basic media relations to outrageous stunts -anything to get the clients name in the media.

2. Learn to be digital. These days viral marketing is everything and PR professionals must be aware of the latest and greatest online tools and gadgets that will grab the public’s attention and create dialogue. Blogs and other online social networks are great places to generate buzz about clients, however if PR professionals are not careful about how they position their clients to the online world things can get nasty and all of a sudden viral marketing becomes a PR firms` worst nightmare. Guest lecturer Katherine Smith, of Visible Technologies said that companies need to be concerned about positive and negative blogs. “The Internet can hurt people,” says Smith, “and it is imperative that PR professionals understand that the ‘no comment’ phrase simple does not cut it anymore. Smith’s company has developed TruCast, the first all-inclusive solution for comprehensive management of online conversational marketing. With TruCast, companies will be able to track, analyze and participate in online conversations and perhaps prevent negative press about their clients. For more information about Visible Technologies and their innovative products please visit: http://www.visibletechnologies.com/

3. Read the Newspaper. A few months ago I had the privilege to attend a lecture featuring public relations expert Harold Burson of the world renowned Burson-Marsteller Public Relations firm. Burson offered a great amount of insight into the evolution of PR during his 53 year career. “Everything has changed, the way people communicate is entirely different,” said Burson, “Yet I find myself offering the same advice I offered 50 years ago-read the newspaper." It is imperative that PR professionals remain up to date with current events, changes in the business world, and are aware of what is going on in their clients` marketplace. Burson reads several newspapers every morning but always makes time for The New York Times and the Wall Street Journal. To read Burson`s personal blog click here http://hb.burson-marsteller.com/ .


4. Know the basics of public relations. As obvious as this idea may seem, often times the biggest complaint from PR professionals about their newly hired/fresh out of college interns is that even though they are highly motivated and innovative, they lack understanding of the basic concepts. The basics include (but are not limited to) the following:

-Writing Skills. Anyone interested in PR should be able to write press releases, pitch letters, key messages, fact sheets, etc. Even though communication outlets have changed over the years the need for efficient writing skills has remained the same.
-Know your client. It is essential that PR professionals are familiar with their client`s products, place in the market and target audience. It is impossible to promote and create buzz about a company that you are unfamiliar with so take the time to get to know exactly how the client views themselves, what image they want to project to the public and establish a healthy professional relationship with the company’s managers and executives.
-Return calls and respond to emails.
-Stay current
-Research

5. Develop relationships with the media. According to the website http://www.101publicrelations.com/ how you develop relationships with journalists, TV reporters, radio talk show hosts and other media personnel is very important. Here are some quick tips to make this import relationship the best that it can be
-know what is going on in the world
-know about the publication that you are pitching your story to
start with a compliment about the publication, use something like “I really enjoyed your last column it was so interesting and I think you`d be the best person to write about my client`s up and coming event…”
-understand the journalism business- networking- go to events where media people will be
-face time is important
-join press groups so that you can meet the media, for example the Dallas Press Club. For information visit their website at http://www.dallaspressclub.com/


These are just a few of the many PR tips I picked up throughout the course of this semester. I must admit, I had no idea what I was getting myself into when I enrolled in this "Advanced Communication Skills" class but 5 months later I am so thankful I did! This class has taught me so much about the PR industry and opened my eyes to the world of blogging. I highly recommend this class to anyone considering a career in PR or any communications related field because as I mentioned in an earlier post, "blogging is so hot right now" and it is so important that aspiring PR professionals keep up to date with current communication trends.

Even though the semester has come to an end, I plan on keeping up with my blog and adding new posts this summer about my New York City internship experience! So stay tuned and as my fellow classmates say "Blog ya later!"