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Featured
Articles on Public Relations
PR professionals share their very best insider
secrets and tips on how to conduct winning public relations.
Plugging
In New PR Technologies
You can't be effective in public relations and ignore the facts
in today's high-tech world, advises Joanna Kulesa with three top facts to
face.
The
Role of SEO in Crisis Management
You might minimize the up-top negative hits on search returns
with these optimization tips, courtesy of tag-team John Bernstein and Chesa
Keane.
When
Good Clients Turn Bad
Sometimes a potential problem-client may be obvious right from
the start; other times a relationship may go sour. Either way, Pierce Mattie
has some tips.
How
to Communicate More Effectively
A secret of better communications is to apply the three
fundamental rules test. Dr. Thomas Klipstine of the University of South
Carolina details how.
The
Three C's of Credibility in Crises
For an aura of credibility during crisis situations, Jonathan
Bernstein says to project non-verbal cues of compassion, confidence, and
competence.
Six
No-Hype Copywriting Techniques
Is it possible to be lively and appealing, yet truthful in your
potent sales writing? Marcia Yudkin says yes, with these detailed steps in
just how to do it.
How
to Win the Media's Attention
Want to grab the eyes and ears of a harried editor or reporter?
The answer is easy, advises John David: Simply say something worth hearing.
55
Reasons to Send a Media Release
Before you contact the media, make sure your item is newsworthy.
What makes good news? Scott Lorenz proffers a long list of ideas.
Boost
Website Traffic with Media Releases
Content is key for effective website appeal, but wherefrom does
all that content come?
Marcia Yudkin says recycled article archives are catchy.
Writing
Your Crisis Communications Plan
A bit of surefooted crisis planning in advance can help avoid the
high cost of missteps later, warns Gerard Braud, with this detailed how-to.
How
to Pitch Stories for Best Media Placement
CR 'Cataunya' Ransom
says five simple tips may help to maximize invaluable media response to your
publicity campaign.
How
to Write Search Engine Optimized Releases
A well-optimized media release will be written with both a search
engine and your readers in mind.
Margie Zable Fisher offers examples how.
Three
Techniques for Generating Publicity
You can better grow a new business on a limited budget by
reaching out with these publicity tips from Mary Gormandy White.
The
Two C's of Effective Marketing
To better harness a silver bullet to success, Leslie McKerns says
to fire up two C's with a keen focus on your customers and competition.
Public
Relations for Non-Profits
Tammie Ferguson says PR neophytes may get a break into entry
level public relations and even do some good with non-profit work.
Ten
Commandments of a Press Release
To help ensure that your news releases shalt win notice,
insider Bill Stoller decrees some shalt nots for preparing your media
communications.
Five
Tips for Creating World of Mouth PR
CR 'Cataunya' Ransom
has a handful of suggestions on how to boost the buzz of your marketing
campaign through some basic PR tools and tactics.
Ten
Core Media Relations Strategies
Charlotte Tomic has two handfuls of tips and
tactics that have stood the test of time, to help ensure your successful media
outreach.
Partnerships
with Non-Profits
Working with charitable events and causes can be an effective way
to jump-start your publicity campaign, with some tips provided by Diana
Laverdure.
Crisis
Prevention Through Foresight
The secret to effective crisis management, warns Mark Grabowski,
is to be prepared *before* Michael Moore or 60 Minutes knocks on your
door.
Pitching
Oprah Magazine
Your sales may soar if you can score a placement
in O Magazine, using the specific suggestions from Susan Harrow; well
applied to other media too.
Traditional
PR Still Remains Strong
Even in the wake of sometimes turbulent new media developments,
the fundamentals of public relations still hold fast, says PR veteran Steve Simon.
Best
Tips for Branding Your Company
Looking to polish up your place in the market? Leslie McKerns
provides 25 effective ways to enhance your company's name recognition and
brand value.
How
To Improve Your Team's Writing Skills
Your team can't write? Join the club. But here's some help as
Ann Wylie provides five top tips to keep good writers and make poor writers
better.
Launching
a Multicultural PR Campaign
CR 'Cataunya' Ransom
has five solid tips on how to give your brand an advantage in the richly
diverse multicultural marketplace.
The
Press Release is Alive and Well
Belay the wake and call off the funeral; Christopher Parente
advises there's still plenty of kick in a well-prepared release.
Don't
Gamble on Your Creativity
Failure to test your
creative campaigns before they launch can lead to wasteful efforts that can damage a company's
reputation, says Tim Lines.
Want
More Media Coverage?
The secret to winning an editor's ear, says Robert Bernarduci, is
to strategically start using a selection of eight F-words.
Free
Publicity is Worth Its Weight in Gold
Just starting out on a shoestring? Geoff Simon offers a roster of
tips to attract free attention for your fledgling efforts.
Dramatically
Improve Your PR Writing Skills
If you're looking for a formula to polish your way with words,
Daphne Gray-Grant suggests a visit backward to a 5th grade mathematics lesson.
Marketing
for the 60s Set
Every few seconds another of
the 78-million US baby boomers turns 60. CR 'Cataunya' Ransom tells
how to tap this valuable market.
Seven
Baby Steps to Powerful Marketing
Leslie McKerns describes how to walk your way to marketing
success with seven simple feats.
Simple
Techniques for Media Interviews
To ensure successful relations with reporters and crowds, John
Millen recommends tactical tools of crossing the bridge or waving your flag.
Use
Technology to Make Reporters Happy
Malaysian journalist Eng Swee has some tips for best working with
reporters, which should resonate with PR practitioners around the world.
Driving
Technology Thought Leadership
Effective analyst relations can reinforce media campaigns,
increase industry visibility and fortify your company’s market vision, says
Brian Muys.
Sleepwalking
Through the Workday
Effective internal communications may be just the jolt to
motivate sluggish employees. Tonya Bacon shares some wake-up tips.
Picking
the Right Picture for the Media
A media release accompanied by a perfect selection of photos may
boost your chances of publication. Photographer Simon Apps has some helpful
tips.
Writing
Effective Content for PR & Marketing Materials
Crafting copy for your catalogs or website needn't be a chore.
Marcia Yudkin says with the right tools and tactics, it can be fun!
How
Publicity Can Dazzle the Public
What does a publicist do to generate dazzling star power? Leslie
McKerns explains the job in nine-points.
The
Balancing Act of Announcing Bugs
There is an art in the act of
when and how to publicize software security vulnerabilities, so described by
Shany Seawright.
Loose
Talk Costs Careers & Credibility
Your next PR disaster may only
be a few careless words away, warns PR analyst and author Gerry McCusker,
tracker of PR gaffes from all over the world.
Achieving
Fan/Celebrity Communications
Celebrities and their
fans share an intertwined bond that can be sweetened with some
useful tools and tactics, as detailed by fan site moderator Kieran Bailey.
When
the Media Go Too Far
What can
you do if reporters break the rules? Get in the game and fight right back with guidelines advised by crisis manager Jonathan Bernstein.
Successful
Grassroots Marketing
Outreach campaigns on a shoestring can be powerfully effective if
you start from the soil up. Kyle Potvin says it's as simple as mastering three
fundamental F's.
The Role of
PR for Technology
Today's new technologies rely on public awareness and support to
thrive and survive, say industry analysts Patti Hill and Duana Welch.
Raising
Your Profile
Is your message consistently set aside in the media shuffle?
Kelly Davis suggests some strategic forethought may help you stand out in the
crowd.
Trial
by Media: A Roster of Do's & Don'ts
If your client is knee-deep in legal crisis or litigation woes,
there are several steps or missteps that might help or hinder, says Jonathan
Bernstein.
Crisis
Plans for Small Business
As the mirror sticker says, crisis situations may be closer than
they appear. That's the warning of Ellie Whims, with a guideline for a
well-prepared plan.
Tag
Line Calisthenics
You worked hard coming up with just the right company name. Now
punctuate it with an effective tagline, using Marcia Yudkin's 10-spot
exercise.
Media
Tours: A Playbook
Need a plan to put your company news personally to the
media? Then hit the road with an effective outreach campaign, advises
Kristin Duskin-Gadd.
Rise
Out of Your Rut
If you're bogged down in routine malaise and can't find a
creative spark, it may help to apply six ennui busters, courtesy of Scott
Lorenz.
The
Art of Mea Culpa
Strategic communicator and attorney Richard Levick considers how
your clients can -- and sometimes must -- apologize for their mistakes.
11
Tips for Using Photos & Graphics for Public Relations
The right snapshot can help snap up a busy editor's pick of your
media release. Joan Stewart offers a how-to primer for eye-popping
pictures.
The
Public Relations Career X Factor
You've completed your studies and are ready for that entry level
PR job. Now is the time to make your mark, with some advice from Cori McKeever.
How
to Write Microcontent for the Web
It's the little things that make for effective online
communications. Ann Wylie provides a primer on the micro-messaging tactics
that help get the word out.
A
New Generation of Public Relations
It's a new era in PR and time to break the old modes and models,
says Patti Hill, in this fresh take on what's hot and what is not in public
relations.
How
to Make Your Website Name Sizzle
Are all the really good domain names taken? Marcia Yudkin says with
a little creativity, you can still stake a distinctive mark.
Putting
Passion in Your Public Relations
PR gets much power from a sense of purpose and zeal, says N.
Chandramouli, with a perspective from India on the fundamental pillars of
success.
You
and the Broadcast Media
You might want to connect with top broadcast outlets, but just
why should they want to talk to you? Andrew Harvey knows the reasons.
Creating
An Online Newsroom
To effectively lure reporters to your newsroom pages, you need to
carefully craft a site the media will love, says Bill Stoller with some how-to
tips.
Business
Names Really Do Matter
A rose by another name may smell as sweet, but would anybody sniff
it? Marcia Yudkin offers tips on choosing the right moniker for effective
promotion and PR.
How
to Write a World-Class Media Release
Don't get lost in the pile. Ann Wylie offers a handful of tips to
help make your next media relations piece get an editor's grab.
Understanding
SERM
James Peggie explains that SERM is about search engine reputation
management, with a few steps on how to do it right.
What
is News?
Just how can you win the attention of busy editors and reporters
as they flick through reams of media releases? Peter
Turkington says friction makes a spark.
Microwaveable
Marketing
In a fast-tech marketplace that expects instant results, Mike
Ference suggests tapping your traditional chamber of commerce and business
networking groups.
Understanding
US Hispanic News Media
Jesus Hernandez Cuellar offers a ten-point list of suggestions to
help ensure effective relations with the Hispanic media.
The
New Rules for Public Relations
When the budget gets tight, it's time however tough for PR to
keep rolling. Blake Miller considers changes and challenges in public
relations strategies.
The
Benefits of Being
Brief
The secret to maximizing the results of your PR team and
consultants is to be concise and clear in just what you hope to achieve, says
Barry Walton.
The
Perfect Media Package
A well-framed story is a gift every reporter is happy to receive.
Margie Fisher offers ten best tips on how to wrap and deliver your media
message.
Avoid
'Me Too' Marketing
You can be an innovator rather than an imitator by developing a
creative marketing hook. Marcia Yudkin says to put your competitive advantage
to work.
Media
Releases for all Occasions
The needs of
editors and reporters come in all sizes and shapes. PR insider Bill Stoller
advises to fashion your release for just the right fit.
What
You Don't Know about PR Can Hurt You
And hurt you bad, says PR veteran Robert Kelly. His
prescription: go beyond the superficial tools of public
relations, and work to alter public perceptions.
The
Truth about PR Disasters
It used to be the job of public relations professionals to fix PR
disasters -- now they often just perpetuate them, says Gerry McCusker in this
book excerpt.
Put
Your Networking to Work
It's an overused word but an underused tool, notes avid
networker and author Pari Noskin Taichert. Sharpen up your own networking
skills with Pari's six pointers.
PR: The
Wildcard Marketing Strategy
Small business managers may get the sweats
over the PR puzzle. Dali Singh says
dry those palms and start your journey to success with a few simple steps.
Effective
Strategies for Online PR
Before PR pros may claim online proficiency, they should master six key
technological tools. Dee Rambeau walks us through a high-tech labyrinth.
Public Relations Across
Cultures
It
can be tough enough to communicate well on the home turf, let alone across the
sea. Neil Payne has
some tips to help pack your message abroad.
Boost
the Credibility of Your Web Site
Your online presence may frequently be your
first and only chance to make a good impression. Marcia Yudkin shares five tips
to help make it count.
The Road to
Inspiration
Having a hard time striking that creative
spark? By way of road trips or power napping, Kyle Potvin says we might meet our muse in the oddest places.
Press Releases are a
Colossal Waste of Time
Why be one more page on the pile?
Publicity expert B.L. Ochman says a well-written pitch letter may be the key to
get beyond the media gatekeepers.
Don't Overlook
the Small Stuff
What may seem a trivial bit
could be a nugget of gold to the right reporter. Carolyn Moncel
advises it's the small details that often generate big stories.
Publicity
From Thin Air
Don't just sit around waiting
for news to happen. Get creative and stir it up yourself, says
PR insider Bill Stoller.
Why
Some Crisis Plans Miss the Boat
Poor crisis planning can most
certainly sink a company. Tim O'Brien hoists four tips to chart
for what rough seas there be.
Time to
Sweeten Up the K*I*S*S Rule
Pari Noskin
Taichert says KISH to complicated copy. This "bad
girl" of PR suggests to keep it simple, honeybunch.
PR's
Place in the New Millennium
Public relations can be a powerful business booster when 21st
century tools and tactics are engaged, says Robert Kelly.
Pitching Your Product is
Problematic
Everyone in the world may want, use, and
need your product or service -- but so what? Marcia Yudkin says it takes
interesting bits to get media bites.
Escaping
the Taint of Corporate Scandal
The stench of a few bad eggs can poison the business
atmosphere for us all. PR veteran Robbie
Vorhaus says the best way to combat corporate mistrust is with the rinsing
spin of truth.
How
to Improve Your Media
Relations
You want to connect well
with reporters -- that's
your duty and your challenge as a PR professional. Peter Granat
has ten best tips to make it so.
Optimizing
Press Releases to Show
up in Search Engines
A
search for your key
words may return
ten-thousands of hits.
Are you in there
somewhere? Marcia Yudkin
shares some hints for
coming in tops.
When
to Use a PR Pro &
How to Hire One
Do you really need to
pay-up and retain the
services of a PR person?
If you're sure you must,
PR's "bad
girl" Pari Noskin
Taichert offers ten
questions you should ask
right up front.
Assume
the Position
It's good to be known,
but it's even more
profitable to be wanted.
Robert Gelphman shares
some marketing insights
into the art of becoming
wanted through effective
positioning.
Effective
Steps to Counter a
Crisis
Your company is in
crisis. What do you do?
Where do you start? Who
you gonna call? Abbe
Ruttenberg Serphos
offers six starting
points in this crisis
management primer.
Recycling
Published Articles
Your great media
placement has come and
gone. The article was a
hit, but now it's
history, right? Not so,
says Kelle Campbell.
A
Recipe for Marketing
Success
Ready
to serve up and dish out
your new company? It
takes the skill of a
master chef to create a
stir. Peter Granat helps
plan a menu for
marketing strategy, and
explains why PR is an
essential ingredient.
Draw
Media Coverage to Trade
Shows
Trade
shows and industry
conferences can be
newsworthy events, if
they're planned and
packaged right. Really.
Ian Smith describes four
steps to get the media
interested in yours.
Plan
It!
Find your focus for an
effective campaign. The
"bad girl" of
PR, Pari Noskin Taichert,
offers a four-point
primer for public
relations planning.
How
to Pitch Like a Pro
Forget
the press release, says
PR insider Bill Stoller.
Instead wind up and toss
the perfect pitch letter
if you want a media
grand slam. Here's how.
What
is Public Relations?
There's
nothing magical about
successful public
relations, says
well-seasoned PR pro
Robert Kelly. In fact,
it's a natural
phenomenon.
Practical
Pointers for Powerful
Press Releases
Want
to unleash the full
potential of your
presser? Pari Noskin
Taichert advises us to
have a little fun and
let the dinosaurs out to
play.
Publicity
Stunts Still Earn
Attention
It
may rain on your parade,
and fists might fly over
mismatches, but penguins
pummeling Bill Gates is
a great media draw.
Marcia Yudkin shares a
take on staging
successful stunts.
How
To Write a Winning Op-Ed
A
well executed and
strategically place
op-ed may well be among
the most underutilized
tools in the PR arsenal.
John McLain has some
surefire tips on op-ed
craftsmanship.
Smashing
the Myth of the Press
Release
He's
not knocking the value
of a well-written
presser, but PR insider
Bill Stoller says a
media release is one of
the *last* things you
should be thinking
about.
Your
Career in Public
Relations
If
you're thinking about a
future in public
relations and looking
for a compass through
the rocky terrain ahead,
Robert Kelly offers a
by-the-number plan to
get your PR career off
to a good start.
Ten
Steps to Better Media
Relations
Connecting
with the media may always
be a challenge, but it
doesn't have to be
complicated. Kyle Potvin
offers a simple plan for
better media placement
results.
Amateurism
Hurts PR
We've met the enemy, and
it is us, says Andy Marken.
Here are ways we hurt
ourselves through shoddy
media releases and
relations, and how we
might improve the matter.
How
Public Relations Can Help
Your Business
You can find a payoff if
you only move your
audience in the right
direction through
effective PR tactics.
Robert Kelly shares how.
From
the Mailbag: What Am I
Missing?
"I've been extremely
successful at getting
coverage for my clients,
but is that all
there is to PR? I feel as
if I should be doing more,
but I'm not sure what it
is."
How
to Stage Great Media Events
From
concept to finish,
successful media events
require careful planning and
caring execution.
PR event specialist
Andrew Garlikov says make it
easy for the media, and
they're more likely
to come.
What
does the PR Client REALLY
Want, and Why?
They
may not say it, they may not
even know it. But our
clients do expect something
substantial in return for
their PR investment. Robert
Kelly says sound strategies
and tactics will bring about
satisfying ends.
Planning
for a Business Recovery?
When
the going gets tough, the
tough haul out the heavy
firepower. Robert Kelly helps
plot a plan for sure-fire PR
tactics in hard times.
Squeezing
Fresh Tech Media Plans
Marketing
and media relations for
high-tech companies require
some specialized tools. Mark
Coker provides a comprehensive
checklist for tech PR
pros, with some useful tips
for the rest of us too.
How
to Hit the Public Relations
Bullseye
Robert
Kelly provides a 12-point plan
to nail your PR target with the
very first shot.
From
the Mailbag: What's Your Best
Job Interview Tip?
"I'm
trying to schedule interviews
with larger PR agencies in my
home city. Do you have any tips
for my first 'real world' job
interview?" Sure
thing, right here.
Thinking
About a Future in Public
Relations?
Build
a solid foundation of PR basics
and you'll withstand the tests
of time and weather. Robert
Kelly offers a career blueprint.
Successful
Company Communications
Forget all the airy definitions
and rationales. The bottom-line
for effective public relations
is advancing the company
bottom-line. Andy Marken says
it's all about delivering value.
Fast
PR Opportunities on Slow News
Days
Sitting in the doldrums with
nothing new to promote? Take a
fresh look at your old tactics
with a wealth of suggestions
from Roni Singleton.
Why
Public Relations Can Be The
Antidote for Small Business
Failure
What
is a frequently overlooked
reason why a small business
fails? Simply bad
communications. Robert Kelly has
some leads on how to nudge your
business toward success.
Create
a Killer Online Newsroom
Studies show most online
newsrooms fail to meet
journalists' needs. Kay
Bransford shares the top three
ways to be among the best online
resources when reporters come to
call.
Did
You Know?
The Dan Rather Rule for
answering reporters questions? A
five-second trick for beating
writer's block? What McDonald's
opening was carried live
nationwide on three TV networks?
Keep
Your PR Copy Trim and Sleek
Your prose will sizzle if you
chop some of the fat and keep
your message lean and clean.
Wordsmith Kelle Campbell shows
how to take a cleaver to excess
words.
Batter
Up! How to Pitch Your Media
Release
Whether to use fastballs,
curveballs or wild pitches to
score with news media. Media
expert and baseball fan Jon
Greer throws out some
suggestions on how to hit a
media placement homerun.
From
the Mailbag: Should I be a PR
Intern?
Internships can give a big boost
up your career ladder in public
relations. Lots of leads and
links, and don't miss the 'best
tip' for making the most of your
intern time.
Public
Relations for the New Entrepreneur
In
this fundamental primer for
entrepreneurs just finding their
feet with public relations,
author Jill Lublin prescribes
seven basic steps for becoming
known.
Is
Your Public Relations Investment
Paying Off?
Ask
yourself this question: why do
we use PR anyway? It's
expensive, it's time consuming,
and it often bombs. Here are
five tips by Robert Kelly to
help you invest wisely and come
closer to the PR bullseye.
Skate
Your Way Around Media Crises
Some compare working in the middle
of a media frenzy to a three-ring
circus, others to outright
warfare. Richard Perry says no,
it's a hockey game.
Objectives:
The 'Weakest Link' in PR
Fuzzy objectives can be the
weakest link in a public
relations campaign. Mitchell
Friedman says g'bye to
shoddy goals and welcome to
sharper strategies through a bullet
list of definitive planning tools.
Public
Relations and (or) Advertising
Your message is
urgent. Your target is set. Your
method is debatable: Should you use
public relations? Should you use paid
advertising? The answer, says Michael
Driscoll, is it depends.
Storytelling
and PR
Once upon a time,
a CBS newsman had a clever idea. The
best way to get a company's story out,
is to tell it like a story. Everybody
comfy? Well, listen to how Robbie
Vorhaus does it.
Making
the Most of Media Interviews
Media interviews can be a PR boost or
bust. A few moments of preparation can
help avoid months of fallout and
clean-up. Media training expert Jim
Cameron gives a straight take.
In
Praise of Secrecy
Stop the muddle-headed deception: proper
PR ethics are not grounded in
"honesty, accuracy, integrity and
truth," says Peter O'Malley in this
counterpoint piece.
Ethical
Public Relations: Not an Oxymoron
The PR
desk is frequently a company's
conscience. It’s not always a
popular spot to be in, but it’s an
important job. Done well, you can
help navigate an
organization to clear skies and
treasure. Done wrong and you all hang
together.
PR
Coups and Capers
Public relations is an inexact science.
Sometimes it sizzles, other times it
fizzles. Some ideas are immortal, others
are fatal. Take a look at these PR
wonders and blunders.
PR
Business is Booming
The worldwide revenues of the
top 50 PR firms have more than
doubled over the last three years. These
firms serve many of
the world's largest clients. They
have state-of-the art resources. They
have the jobs. Look here.
Whither
(and Whether) Goes PR
How will
jobs in Public Relations weather
the economic storm? Are those
lightning bolts on the horizon? Your
PR Guide responds to pertinent
questions posed by a PRSA member.
PR:
Who Needs it? You Do!
It's not only the big players.
Public relations tactics are for the
rest of us too: on the job hunt,
publicizing fundraisers, tilting at
social windmills, or just grabbing
a headline.
Your
Future in Public Relations
Who has a future in PR, what gets you
started, where to find career support
when the going gets rough, and why you
should even bother. Lots of details and
links in this four-part article.
Hiking
the Hits on Your PR Site
Attract a throng of eager visitors to
your online PR pages by offering a menu
of delights. And follow the lead of some
of the industry's best.
Crisis
Management Moments
Hope for the best, prepare for the
worst, and always seek an opportunity in
the middle of your crisis situations.
Look at these classic examples.
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