My learners often ask for a handy toolbox of techniques that they can take away to use for creating their own PR stories. So, I developed this acronym of the letters S I M P L E S and hope that you find it helpful when planning how to make every PR story or piece of PR content work hard.
S = simple narrative
Campaign messages need to be turned into meaningful PR stories and my view is that the simpler the narrative, the better. I love how NHS Blood and Transplant’s campaign for National Blood Week 2015 transformed key messages of ‘There is a shortage of blood groups O and A. Support National Blood Week and register to give blood’ into a wonderfully simple narrative – Help to fill the g ps. Do something amazing. Give blood.#missingtype Read more
As communication disciplines converge, those working in public relations are finding that they need to think smarter when it comes to ensuring PR has a place at the top table. Here are my five essentials every PR campaign should have:
1. The big idea
A Holmes report study into creativity in PR, found that 61 per cent of those questioned agreed with the observation that the PR industry lacks big ideas. That was back in 2012 and I think the industry has moved on since then and we are seeing more PR firms like Ketchum winning creative awards. Read more
Earning media coverage remains a key task for many PR’s involved in media relations but a press release isn’t always the best tool for the job. Here are some press release alternatives to help when planning PR: Read more
I’m in the middle of judging the CIPR Excellence awards and finding that many entries have set PR objectives that are too vague. Anyone working in PR is uder increasing pressure to set PR objectives that are meaningful and measurable so how can you do this? Read more
Everyone seems to have a strategy these days. In the public relations industry, it is one of the most over used terms and many of the courses that I’m asked to run involve some element to helping PR’s be more strategic in the creation of communications campaigns and planning.
But what is a PR strategy? And why the obsession with it now? Read more
Whilst running a course on strategic communications last week, I was reminded how the word ‘channel’ has come to mean the medium or media channels that PR’s use for communicating with chosen audiences. Deciding what channels to use is key to good PR planning. But it’s no longer relevant to segregate them in terms of print, online and broadcast because everything has merged in this digi-mobile era. I look at them in terms of whether the media is earned, owned or bought as well as non-media communication channels. The reality is that we often end up compromising in our choice of channels because of a lack of time, budget and ability to measure impact. But here’s a simple list of their pro’s and con’s: Read more
The PR world can get too obsessed with using the written word as a communication tool. A good PR video is what gets me excited.
I agree with Steve Olenski that “Mr. & Mrs. Brand, prefer to ‘see’ rather than ‘read’ when it comes to the deluge of information they are bombarded with,” so learning how to story tell through video is an important skill for today’s PR’s. But how long should a PR video be?
One of the biggest dilemmas PRs face is that they are too busy to delegate. Many of those who I meet through PR training say they get caught in the trap of doing and delivering so that there isn’t enough time to step back, to think, to plan strategically. And some of us love the buzz of fire fighting so much that we forget to pass our knowledge on through good delegation.
According to Management Today, delegation is a skill in decline. So rather than constantly being switched ‘on’ and filling your memory like a smartphone, how can PR managers deal with incoming data and delegate more effectively?
Here’s how: Read more
Do you post, tweet or create online content as part of your communications role? If so – beware. You could be exposing yourself to copyright, privacy, trade mark, consumer trading and libel law without realising it.