Public Relations Tips

Following a few basic PR tips can help boost an organization's reputation.

Effective public relations can boost an organization's reputation. While it helps to have a healthy budget and dedicated resources to public relations activities, a basic communication strategy can also be accomplished by following a few tips. Much of the success of public relations strategies depends on advanced planning, which can be accomplished on any budget.

Learn the Media Landscape

One of the first tips toward public relations success is understanding the media network covering your industry. Learn the names and publications of the journalists who cover your topics. Establish yourself as a credible source by providing accurate, truthful and valuable information. Learn how each reporter wants to receive information. Some will need news releases while others will only want a quick phone tip or a Tweet. Respond promptly to media requests and respect the tight deadlines facing journalists.

Release News and Only News

One of the most critical tips toward public relations success is sending information to journalists that is really and truly news. Flooding a journalist's voicemail or inbox with inconsequential information will annoy the journalist and might cause her to assume that most news from your company is junk. Releases that get noticed have a attention grabbing headline and clearly explain the who, what, why, where, when and how of a topic.

Have a Crisis Response Plan

Another strategic tip is developing and testing a crisis communication plan. An effective plan identifies a spokesperson, makes arrangements to handle the needs of injured parties, outlines logistics for responding to the media and sketches out key talking points. Details of the plan should be communicated to employees. The company should practice the crisis response drill, and the plan should be updated periodically.

Practice Interviewing

Many individuals who deliver smooth and polished media interviews practiced their responses and fine tuned their non verbal communication. Companies such as Media Training Worldwide provide intensive coaching sessions, but practicing with a friend and a video camera can also help. In either scenario, individuals should anticipate responding to tough or hostile questions, develop a positive but firm speaking voice and monitor non verbals to eliminate negative signs like crossed arms or eyes that shift back and forth from the camera.

Define Your Message

In a famous television interview with reporter Roger Mudd, Tedd Kennedy helped sink his presidential hopes by failing to give a clear, concise and firm answer about why he wanted to be president. Simple, open ended questions like "tell me about your company," or "why is your product the best" can derail a public relations campaign if not handled properly. Company representatives should ensure that major messages and themes are clearly defined, easy to understand, truthful and accurate.

Capitalize on Social Media

Capitalizing on social media opportunities is another tip toward effective public relations. One of the top strategies toward using social media for public relations purposes is knowing where your audience "lives" on line. For example, if most of your customers check Facebook but ignore Twitter, sending Tweets is not a great investment of time. In addition, just like traditional media, social media updates should consist of information readers can use, such as news, tips or entertainment.

References

• The Five O'Clock Club: Public Relations Tips for Your Small Business
• Netpreneur: The 10 Elements of an Effective Press Release
• PR Monster: Media Training: How to Avoid Being Misquoted
• US History: Edward Kennedy
• Media Training Worldwide: Media Training, Presentation Skills Training, Interview Coaching with Media Experts