Doing Public Relations Right

At this point, we've discussed several aspects of PR through digital communications. We've looked at new phenomena, the risks and benefits of PR work, and the big obstacles facing PR specialists. However, it is still unclear (at least to me) as to how to really be good at PR. In essence, what I would like to have is a better understanding of how to be successful in this field of work.

What is good PR? Is the old adage, "All press is good press," really true and accurate? To answer these and other questions, I will look at the writings of other scholars and professionals in the field. First, I turn to Todd Defren, Social Media and Public Relations innovator. According to Todd, there are seven elements of good PR. These include:

1. Telling the client what they need to hear instead of what they want to hear.
2. Helping to build and sustain a groundswell of brand support.
3. Celebrating the client's customers in an inclusive, non-exploitive way, and adapting accordingly to "neutrals" and "critics". 
4. Being proactive in idea-generation and responsiveness in a crisis.
5. Yielding measurable results, as it pertains to the client.
6. Leveraging pre-existing relationships with influential people.
7. Realizing that good PR isn't all about who you know, but how you do what you do.

These elements are a product of Defren's 17 years of PR experience. However, this is by no means an exhaustive list. As stated by Defren, "PR is hard work, strategic work, under-promoted and infinitely interesting work-hard to describe or appreciate until you're in the trenches."

Reporter Hamilton Nolan offers another insight to the successfulness of PR. According to the tongue-in-cheek Nolan, the only PR tactic that works is lunch! PR uses many different secretive tactics to divulge and collect information. A "faceless corporate entity", as Nolan so kindly puts it, some kinds of PR reach out to reporters in such a formal way that it upsets and offends reporters. However, it is very difficult to act cold and formal in person, and that is where the concept of lunch enters. Lunch creates an entirely different situation, because now, as Nolan states, 

"...that flack is not just some jerk bothering you on behalf of somebody you don't like to do something you don't want to do; that flack is the guy who you sat down with and talked about the Yankees and what neighborhood you live in and where you went to school and how stupid so and so is. He's an actual person."

Being personable and approachable works wonders, especially when dealing with the press. A quick internet search can provide millions of different plans, tips, and approaches to having effective PR skills and specialties. However, the best way to truly understand the importance of PR dos and don'ts, really is through experience. As with all careers, their are predisposed stereotypes and prejudices that come with working in PR. However, the important thing to remember is that PR specialists are human- they make mistakes, they are personable, they are friendly, and they have faults. The best we can do is to focus our full attention on our current clients, and serve them in the most effective manner that we can, hoping that outsiders' will recognize the trials and challenges of PR.

References:

Defren, T. (2009, July 6). The 7 Elements of "Good" PR. PR-Squared – Social Media Marketing and Public Relations. Retrieved May 4, 2011, from http://www.pr-squared.com/index.php/2009/07/the-7-elements-of-good-pr

Image via The LeMaster Group

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