What Makes a Good Public Relations Person


Not just anyone is cut out to be a good public relations person. David Shank has a pretty idea of what works and what doesn’t. Here is part one of a three part series on what really makes a good public relations person. Enjoy!

  1. Integrity and ethical grounding – know what’s right and what to do if you’re asked to do something else.
  2. READ – anything and everything you can get your hands on. Read real books, magazines and newspapers.  Read beyond your own present interests.  Go to the library and grab a book randomly off the shelves and finish it.
  3. Have the ability to think through difficult issues and to be able to see around the corner at what may be coming at you; and see forward weeks and months and years at what may be expected in the future.
  4. Understand how people think and respond to the culture and world around them.
  5. Be versed in numerous disciplines – psychology, sociology, history, government, current affairs, art, science, BUSINESS!
  6. Be a GOOD WRITER – who is easily understood, can comprehend difficult topics and simplify them to the level that Aunt Norma at the Beauty Shop can understand it.  On the other hand you must be able to write at more sophisticated levels for white papers, speeches, articles, presentations, etc.
  7. Be able to write in numerous formats and to switch gears instantly.  How you write a Tweet, isn’t the same as writing an op-ed for the New York Times; writing a blog isn’t the same as writing a technical article for a business magazine.

By David L. Shank, President/CEO

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Same Game, New Rules, New Tools


The word public in public relations is finally, well…public!

According to David Meerman Scott, author of, The New Rules of Marketing & PR, the thanks go out to the Internet. In his book Scott states, “After years of almost exclusive focus on media […] blogs, online video, news release, and other forms of Web content let organizations communicate directly with buys,” (Page 11).

That my blog reading friends, requires a new rule of public relations. Public relations was once a profession that relied heavily (and almost exclusively) on the media to tell their story.

Hence the old rule: Buyers only heard about your company if the media wrote about it.

Now, we shall introduce the new rule: You can talk to your customers yourself.

Scott claims in his book that “if you do a good job telling your story directly, the media will find out. And then they will write about you!” (Page 10).

Despite the fact public relations pros are all really excited about the new rules, it is important to consider keeping the old rules on radar. I consider today a transition period in which there is a wide range of professionals. Some professionals would still prefer receiving a news release via email while other social media friendly would prefer you pitch a story via Twitter. While some day the public relations profession may completely throw out the old rules, for now, it seems in our best interest to be aware of both sets of rules. The key is to KNOW who you are talking to and their preference and niche.

So for now…go talk to your publics!

By Julie Stutzman, Account Associate