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To prove your value to big egos means having elephant skin. Owning a legitimate relationship with the boss is one thing, but picking him up by the lapels to convince him that his actions could have seriously unintended consequences is another.
A press release should be designed as a news story worthy of publication in a newspaper. This might sound humorous as you consider the hundreds of press releases you’ve seen and written that begin with, “ABC Corporation, the leading provider of best in breed ecommerce solutions…” Yet today’s news cycles make the reality of verbatim pick-up a real possibility—that is, if the release is written well.
PR pros do themselves no favors by taking a ‘We’re the good-news people’ approach with senior managers. They need to take a closer look at how their actions can play a role in the business.
In 2009, Bob Troyer, public relations chairman for the All-American Soap Box Derby, approached AKA MEDIA INC. to help promote, publicize, broadcast and digitize the event. The agency worked closely with the Derby for the next five years, but in 2014 the Derby raced ahead to a new level.
As we know, communicating PR’s value remains among the profession’s most daunting challenges. Yet if PR pros commit to doing what’s required with prescience, insight and determination, your daily actions will yield better and proveable results for the brand or organization you are representing.
Whether it’s how to build a dedicated measurement system or track your media coverage, the underlying priniciple for all measurement is demonstrating that PR performance is aligned with the company’s financial objectives.
“Most of all, I think it is important to believe in what you are doing and in the people who are doing it. If the leader does not have passion for the enterprise, then you cannot expect others to follow.”
Responsible client management means maintaining an uncompromised view of what your client thinks about the service you’re performing. It seems obvious that identifying issues before they fester and explode makes a lot more sense than blindly assuming everything is copacetic.
If you can’t say it in 140 characters or fewer, does it need to be said? It does. Public relations is not a 140-character profession.