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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.
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.