Best Practices in PR

A multitude of advisory morsels exist in the sphere of public relations, attempting to guide aspiring professionals on their journey to success. However, which ones should be followed? Throughout the semester, I have absorbed every nugget of guidance, and engrossed myself in becoming well versed in the tenet public relations experts strive to live by. Gathering my information from a bevy of resources, here are the most precious best practice jewels on the crown of PR:

1. Harness strong communication skills: Verbal and written communication proficiency represent two crucial components to an accomplished career in PR. Relationships with other PR professionals, journalists, and the media originate with exceptional social engineering skills and communication. In order to create a relationship, and maintain it into the future, you need to hone your communication skills until they are perfect. Verbally, everyone needs to be aware of simple things such as the tone of their voice, sincerity, level of enthusiasm and confidence, breadth of knowledge on the issue at hand, and vocabulary. In regards to written communication, punctuation, grammar, spelling, style, and standard protocol all apply. The U.S. Department of Labor (http://www.bls.gov/oco/ocos086.htm) dedicates a section to public relations specialists, and states, “The ability to communicate effectively is essential.” View their website, and the others listed for additional insight on PR.
http://www.jobweb.com/Resources/Library/Careers_In/Network_Into_45_01.htm
http://www.wetfeet.com/Content/Careers/Public%20Relations.aspx
http://aboutpublicrelations.net/ucgranat2a.htm

2. “You can never consumer enough Media:” These words, spoken by Ruth Fitzgibbons, a principal at The Richards Group, couldn’t be truer. Immerse yourself in a variety of communication mediums, including the Internet, television, radio, newspapers, and news magazines. Genuinely recognize the information disseminated by the media NOW, and read about stories on all topics and from all sources. Fitzgibbons said that by knowing everything going on in the world, you will better understand the culture the client needs to connect with. Additionally she stated, “In public relations, you need to do a match making with the clients message and with the media, celebrities, and cause initiatives.” For possible news websites check these out:
http://abcnews.go.com/
http://www.foxnews.com/
http://www.cnn.com/
http://www.msnbc.msn.com/

3. Develop a strong relationship with the media: The media represents a PR professional’s best friend. Journalists serve as gatekeepers of information, and decide whether to write a story on your client, and give you ink and air time. Hence, for the benefit and success of you and your client, make friends with the media. Show an authentic interest in their work and lives. Fitzgibbons stated, “You need to get face-to-face. People need to go to the greatest extent to get person- to-person communication. It is a lucky opportunity to be face-to-face with a journalist when you are promoting a prominent brand, and helps to cultivate relationships.”
http://www.marketwire.com/mw/recap_mb_ny_1005
http://ec.europa.eu/research/science-society/science-communication/mediarelations4_en.htm
http://www.antimony.co.uk/public-relations-tips-press.html

4. Research: PR professionals need to know every intricate detail of their client’s company, the target audience, and the goals trying to be achieved. The foundation of successful PR rests within knowing everything and anything about your client and how to properly execute the promotion. Additionally, having done homework and being knowledgeable will be beneficial during interviews with the media and journalists. Know specifics about the journalist you intend to work with. Whether quantitative, or qualitative, research must be done. For research tips and information, take a look at these websites.
http://www.aboutpublicrelations.net/research.htm
http://www.workinpr.com/industry/research/

5. Know your competition, what’s going on around you, and what’s going on in your own organization: Because of the fast paced nature of public relations, PR professionals must “Be in the know” of everything occurring inside their organization, as well as with their competition. Familiarize yourself with current trends and techniques being used. Also, converse with colleagues in your own organization to figure out such things as what accounts they work on, tips they have, information on competitors, and any other invaluable information.
http://www.vocus.com/prpro/2002/1002/index2.html
http://www.bulldogreporter.com/dailydog/issues/1_1/dailydog_pr_spotlight/5759-1.html
http://www.aboutpublicrelations.net/uckelly8a.htm

Overall, these 5 best practices encompass the fundamental concepts of successful PR. Of course others exist, however from my interviews, in class lectures and guest speakers, and research, I have come to find these are the key to achieving desired outcome in public relations.