Good PR Practices

1. Building and maintaining a good relationship with the media. Building and maintaining a genuine relationship with the media is necessary for all PR practioners. The best way to deal with the media is to let them know that you are there to help them and that you are trying to make their job easier. When you are pitching an idea to the media, it is important to get to the point quickly, make sure you are pitching it to the right person and make sure your story is newsworthy.

2. Good client service. According to Gregg Shields, a Senior Account Executive at Edelman, good client service will always do you well in public relations. Shields says that you should always do what you say and do it well. If you achieve what you promise then you should be set. Going the extra mile for clients is important in public relations.

3. Know how and when to use the different PR tools. Shields also advises, “don’t have a press conference unless something really big is going to happen, in fact, probably unless the media demands that you hold a press conference. And don’t do a press release unless you really understand what the boss wants.”

4. Monitor best practices, trends and technologies. Being a good PR practioner means not only staying on top of the news, but also knowing what the current best practices, trends and technologies are in the industry. Social media (i.e. MySpace, YouTube, blogging, etc.) has taken off and become a very important communication tool.

5. Writing skills. All of the PR professionals that I have talked to and worked with over the course of college career have stressed the importance of writing in the PR profession. All of the top PR professionals that I spoke to had a strong background in journalism or media. Gregg Shields recommends that students interested in PR first get a job in journalism for a few years. Shields says this will make you more attractive to PR agencies when you are looking for a job.

  1. Reach high, for stars lie hidden in your soul. Dream deep, for every dream precedes the goal

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