Take A Peek At Our ‘Advice Book’ for PR Pros


Image: psychologytoday.com

It’s an increasingly popular ritual at PR News’ various events and conferences: passing around our “Advice Book” to PR pros to get their take on how to succeed in public relations and communications.

Considering how fluid the media marketplace is these days, a little advice on how to do your job better can go a long way. Below are a few pearls of wisdom on how to enhance your PR skills, from navigating online communications to keeping your cool.

> Stephen Manning, Social Media Manager, BNSF Railway:

“Give to get. Inform and entertain the public, don’t just talk at them. Everything you post online should benefit the audience, not just you. And [it’s] very important [to] build an online support base before you need it, even if you don’t have specific objectives today. Because when you need it, it’s too late to build it.”

> Marc Moorghen, Communications Manager, Conrad. N. Hilton Foundation:

“My two cents: Don’t panic. Whatever you’re going through someone else has already been trough or can give you advice. Take your time and do it right.”

> Niccki Snowhite, Email Marketing Manager, OpenTable:

“Be flexible. Don’t be afraid to redefine your strategies to try news technologies. You might discover a new way to overcome ongoing challenges.”

> Jennifer Perciballi, VP of Public Relations, Everyday Health:

“Anticipate and prepare for a worse-case scenario and it will never happen. ‘Luck’ comes to those who work hard.”

> Katie Williams, social media graphics coordinator, Next Generation Trust Services:

“Treat every client and prospective client as a potential referral source. Referrals and positive experiences or how you handle situations in a time of crisis speaks to the character of your company.”

Follow Matthew Schwartz: @mpsjourno1

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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.

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