PR 101: achieving the impossible

What is PR?

• Planned two way communications between an organization and its important target audiences

• Communications designed to create understanding and support for the organization’s aims and actions.

• Good public relations needs thought, planning and consistency

• Relationship-building = time

PR versus advertising

Audience• Advertising can be directed very accurately at

specific audience• PR equally well directed but no guarantees of

coverage (social media changes this dynamic)

Impact• Advertiser buys the space and has control over

what is written• Traditional PR reliant upon 3rd party

intermediary

Function• Advertising can sell• PR more effective at educating

But, traditional PR is changing

• A return to ‘true’ public relations• Ability to speak to your target audiences,

immediately• Short-term success becomes more realistic

So what can you do?

1. Find someone to follow your journey

2. Use social media Existing advocates or create new ones?

3. Identify very specific target audiences

4. Ask for their help5. Talk about benefits,

NOT features

Guiding principles

• Stay focused on the audiences that will be most interested

• Invest – time to identify best avenues for exposure• Be humble – ask for feedback and help in spreading

the word• Be responsive and engage• What’s in it for them?• If approaching a journalist, think about their

readers.

Good luck!