The Do’s and Don’ts of Public Relations

Many public relations professionals are seen as the gatekeepers of a business or organization, sculpting the image of an executive, celebrity, corporation, or cause. They address the media, inform the public of a company’s plans, and make visions come alive through communications and publicity.

 

In today’s difficult economic climate, hiring the right representation for your business can be the difference between boosting clientele and sales or losing out on opportunities and revenue to the competition.

“Without adequate public relations counsel and expertise, companies are in jeopardy of allowing the marketplace–or worst yet, their competition–to define who they are and what value they bring to their audience,” says Cheryl I. Procter-Rogers, senior consultant at A Step Ahead Public Relations. Procter-Rogers, former president and CEO of the Public Relations Society of America, says public relations is “much more than publicity.”

Here are some tips from industry experts on what makes a good PR representative, top do’s and don’ts, and why PR professionals are a vital part of business strategy:

ON SETTING YOURSELF APART

Karen Taylor Bass
Author, You Want Caviar But Have Money For Chitlins: A Smart Do-It-Yourself PR Guide for Those on a Budget

Be authentic, strategic, and creative. Know there is no “box” when creating a PR campaign.

Research the marketplace to create and build a winning brand.

Impressions are key. Make certain your public and personal profile is out there–one press release per month about your brand. Secure media placements in print, TV, and  radio.

ON THE DOs AND DON’Ts

Debra A.  Miller, Ed. D.
Vice President of Corporate Affairs, Aurora Health Care

DO understand that effective public relations has at least four steps: research, planning, action, and evaluation. Compromising any of these steps increases the chances of jeopardizing your success.

DO be sure you understand the power of digital and social media. Mastering how [these tools] can be used positively or negatively can mean the difference between success and failure for your client or employer.

DON’T

practice in a vacuum. Ask questions and never be afraid to ask for help. Keep a group of colleagues close so you share ideas, discuss problems and solutions with them frequently.

ON THE IMPORTANCE OF TRAINING AND CONTINUED LEARNING

Cheryl I. Procter-Rogers
Senior Consultant, A Step Ahead Public Relations

Become an expert in your chosen discipline or industry. Stay current on trends, competition and opportunities.

Have a commitment to lifelong learning. Seek out opportunities to learn new information and to grow personally and professionally.

Expand your expertise beyond your core area. Consider reading up on trends in human resources, legal, and other areas.

ON STEPPING OUT ON YOUR OWN/TRANSITIONING

Procter-Rogers:
Gain a basic business acumen, as you will be running a business. Develop a business plan. Establish a good relationship with one or two mentors that will help guide you through the process.

Miller:
Be flexible and mobile. Decide what you want and go after it. It may require an alternate route, i.e. a different title and more or less responsibilities. Don’t be afraid to try a new location.

Consider joining key organizations and associations. Professional development, job banks, resource information, and exposure to new contacts are but a few of the member benefits that make the investment of your time, talent and dues rewarding.

ON MAKING THE RIGHT MOVES

Taylor Bass:
It’s okay to be eager–now channel the passion. When you make a call or pitch to a journalist, write a script so all your thoughts come out. Make certain you believe that your story is a good idea; If you believe it others will.

Miller:
Use technology such as Facebook, Twitter, and LinkdIn to let potential clients know that you are available and have the skills to make a contribution.

Procter-Rogers:
Do become an expert on ethics. Know your industry’s code, and know the public relations code. Live by these codes and champion them in your organizations and with clients.

ON MANAGING YOUR BUSINESS, DEVELOPING YOUR BRAND

Taylor Bass:
Find out what your clear responsibilities are and get them in writing.

Decide how you would like to be paid (i.e., a retainer or hourly). Ask for what you deserve and what you can deliver. Remember, reputation is everything. Live up to yours.

Procter-Rogers:
Do embrace diversity and don’t be trapped by confirmation bias. Confirmation bias is when we screen out people and information we might not agree with. The unintended consequence of confirmation bias is that over time, we become unaware of our own biases and can find ourselves without the relationships, resources, and understanding needed to help our organizations and clients navigate in this global marketplace.

Miller:
Decide what success looks like and make sure your employer and/or client knows as well. Managing expectations is a must. Whether you’re working for a celebrity, a government agency, or a corporation, results matter.

Resources:

Public Relations Society of America

American Marketing Association

International Association of Business Communications

Black Public Relations Society

Public Relations Code of Ethics