|
Public Relations
PR: Who Needs It? You Do!
Regardless of our impressions, public relations is not just for self-conscious corporations and glad-handing politicos. No sir, no ma'am. PR is for us regular folks, too.
If you are on the job hunt or if you're bucking for an in-house promotion. Or if you are trying to publicize a fundraiser for your organization or church. If you're trying to advance a cause or right a wrong. Or if you're just a show-off looking to grab a headline.
You have a case to make. You want others to appreciate (if not adopt) your point of view. You need your voice to be heard.
Some might call it "spin." Walt Whitman said it, "I sound my barbaric yawp over the roofs of the world."
The art of relating to your particular public -- whether it's a small one or global -- is a social skill we all must develop to some degree, or suffer the loss.
Certainly those who sometimes pervert PR skills for selfish gain at great social cost have sullied the profession. But those who mean to achieve nobler ends owe it to themselves and the public to be better adept at the PR tools, too.
How many worthwhile causes have failed because they were not able to broadcast their message well? Or because their enemies were better at it?
Most of the articles and links on these pages are aimed at abetting current and aspiring public relations professionals -- hopefully those who abide by the better angels of their natures.
But much of what you might find herein is useful to all the rest of us -- those of us who at least in some part of our lives need to interact with others in the public sphere.
Welcome to you, and may you find your visit to these pages helpful and worthwhile.
When to Use a PR & How to Hire One. Ten questions to ask right up front.
I happen to think most entrepreneurs (including artists and writers), small business owners and directors of nonprofits can be effective PR pros without hiring others to do the work for them.
However, there are times and reasons to hire outsiders. One reason may be that you've got the personality of an eggplant. Or, you're already overwhelmed with work and can't devote enough energy to create strong public relations plans or campaigns. In those cases, investing in a credible PR pro might be the thing to propel your business forward. And the pro might help remind you that you, too, are doing PR by simply doing business.
Ask yourself these questions when interviewing a consultant:
1) Does this person listen to me and really answer my questions? You need someone who understands your needs and won't produce generic work for you.
2) Will I feel comfortable disclosing confidential information to her? If the vibe isn't right, go no further. In times of crisis, media frenzy, and strategic planning-you need to be able to (and should expect to) bare your soul to this trusted colleague.
3) Do I like this person? If you don't have an automatic positive response, I'd bid the applicant adieu. There are other PR pros out there.
4) Does this person have a true big-picture approach? Avoid people who only talk about getting publicity. Reminder: publicity is free news coverage. Your PR campaign should be multi-faceted and mindful of short-and long-term goals.
5) Can he communicate and write effectively? Ask for samples and assess them critically. A biggie is making sure the writing is clear and compelling, not florid and self-impressed.
6) Does she have a creative spark? I've met PR folks who bore me to death. Their work tends to have the same flaws.
7) Does he have useful media/business contacts for me? My theory is that strong local and regional contacts pay off better than national ones.
8) Can this person do the job? Get real references from people you respect. If the candidate doesn't have a track record, make sure her writing, verbal communication and creative skills are top-notch.
9) Is this the person I'll work with or will I be shunted to someone else in the agency? If you're considering an agency, look at this possibility seriously. Some agencies have you interview with a high-powered performer and then hand your account to a less experienced (maybe better) worker for the nitty gritty stuff.
10) Does this person have a good sense of humor? Okay, okay, this is one of my quirks. But humor, especially in times of immense pressure or stress, is an important asset.
Remember, the PR pro works for you. If you pay attention to these questions, you'll have a good shot at finding someone who'll help you turn your business dreams into reality.
All right reserved to Viajes Zarpe S.A And CostaRica.Org Group
The partial or total reproduction of this material will be penalized by Costa Rica Law
All rights reserved to ® Viejes Zarpe S.A.
|
|
|
Español
-
Siganos
-
Suscribase
