Good PRPosted: November 1, 2012
As I found this piece of article from PR squared, a blog by Todd Defren, a principal at SHIFT Communications, I know that the majority of us will benefit from it.
He shared his own take away from the NYTimes article on “PR in Silicon Valley” and responded to the question from his followers – “What is good PR?”
First off, I’d like to quote his seven elements of good PR:
1. Good PR is telling the client what they need to hear instead of what they want to hear. Good PR recognizes that the best “PR strategy” needs to be followed-up with the client’s good products/services or else it’s all a vain and wasted effort that harms everyone’s reputation.
2. Good PR is not just about the over-glorified launch. Good PR helps build and sustain a groundswell of brand support — incrementally changing consumer behaviors via a steady stream of relevant and candid communication to both “media” and “consumers.”
3. Good PR celebrates the client’s customers in an inclusive, non-exploitive way. And, good PR welcomes the input of “neutrals” and especially “critics,” and adapts strategy accordingly.
4. Good PR is proactive in idea generation and responsive in a crisis. Good PR finds the balance.
5. Good PR is measurable. (And yet also hard to measure, since most clients want to measure different things.)
6. Good PR leverages pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.
7. Good PR doesn’t need to know Larry Ellison or Kevin Rose or anyone in particular in the media, either. Even though such relationships can come in handy, good PR almost always “gets ink” because a good story has been well-told to the right people.
As a student who doesn’t have any working experience in the field, I found this summary to be quite insightful and useful. PR is more about revamping the whole image after crisis. It is a multi-faceted business discipline that if the company does it right, reputation will be enhanced without doubts. However, if the PR work is not done properly, the image of that company will be tarnished. I think this is why it’s important to do good PR and have good PR practitioners.