The Key to Great PR

The Key to Great PR is Perseverance

By Paula Gardner of Do Your Own PR

I regularly seem to come across businesses that have pinned their hopes on one press release. They tell me how they sent it out with excitement in the pits of their stomachs and then felt the hard cold flop of disappointment when they didn't get an army of journalists on the phone the very next day. And then, disillusioned, they resign their venture into PR to the past and move on to what they consider safer tactics.

But what separates these businesses from the ones that do get go on to get great, continuous press is often one thing, perseverance.

PR is a long-term option and takes perseverance in more ways than one.

Putting the time in

Just like exercise, an occasional blast of frenetic activity will have little long-term effect. What does succeed is regular, time-tabled PR activity. Take a look at your weekly schedule and ascertain how much time you can devote to PR. A morning or afternoon a week is great. Put in your diary and make it sacrosanct. If you don't have that amount of time, what can you ditch or delegate to make the time?

Experimenting

One press release does not make a PR campaign. You need to release something to the media at least every other month. Sometimes these communications will disappear into the ether; sometimes they will be spot on. Regular postings to the press ensure that your name is in their minds (and contact books) and allows you to experiment with different ways of writing and presenting your press release.

Building Relationships

But the most important part of a PR strategy is building bonds with journalists and editors. Just like making friends or networking for business contacts, this takes tact and time. It's not a case of rushing in, but gently building trust and respect.

Allowing the campaign to reach the public

Seeing your company covered in the press is extremely flattering and satisfying, and may help bring you enquiries, clients and increased sales, but the real rewards come with continuous long-term coverage that propels your company firmly into the public eye and creates a recognised brand, your brand.

Working with my long-term clients on the PR Academy programme I have watched complete beginners go on to nab columns in national magazines, be interviewed for monthly glossies and appear on national TV. A key part of the programme is clients' accountability ? ostensibly to me, but primarily to themselves. Take this aboard with your own campaign, either charting your goals and your progress in a diary or journal as you go, or partnering up with another business and sharing the process. This helps keep up impetus and motivation when it becomes a little too easy to get distracted by the day to day distractions of running your business.

And it's a wonderful way to share and celebrate your PR successes, supporting and cheering each other on as you go.

copyright ©Paula Gardner and Do Your Own PR 2004. All rights reserved.

Paula Gardner of http://www.doyourownpr.com is a PR and marketing coach who works with people who are passionate and serious about getting their business noticed. Do Your Own Pr offers Pr training via ecourses, telephone coaching, one to one consultations and in-house staff training. You can sign up for the Do Your Own PR newsletter at http://www.doyourownpr.com/subscribe.asp

In The News:

Expert says PR needs an ethical upgrade | 1 NEWS NOW  TVNZThe news media are often to blame for the spread of misinformation, but the PR industry slips under the radar.
Five Important PR Lessons Agency Pros Have Learned From Their Mentors  ForbesGood advice can save people a lot of heartache and unnecessary work. Here are some things to consider.
Hong Kong tries and fails to hire PR firms to rebuild image  BBC NewsHong Kong's government contacted eight public relations firms to try and rebuild the embattled city's image, but all of them declined the contract. The city has ...
The school curriculum is failing PR and we need to fix it  PRWeekWhile I was studying at university, my course had around 30 students. That's all. This number decreased by the time graduation rolled around, too. It doesn't take ...
PR Council's Ninth Annual Diversity Distinction Awards Honors Communications Organizations, Professionals and Programs Aimed at Improving Diversity and Inclusion  Business WireThe PR Council (PRC) announced the winners of the ninth annual Diversity Distinction in PR Awards tonight at its annual Member dinner. The awards, spo.
Exclusive: PR agency bosses pledge to support global climate strike  PRWeekThe bosses of leading UK PR agencies have signed an open letter pledging to support staff who wish to join climate strikes tomorrow, PRWeek can reveal.
How PR and the world has changed in the PRCA's first 50 years  PRWeekTo celebrate the 50th anniversary of the founding of the world's biggest PR professional body, with more than 30,000 members, we explore the past, present and ...
How to get your ads working, and whether PR is worth it  TechCrunchJulian Shapiro Contributor Share on Twitter Julian Shapiro is the founder of BellCurve.com, a growth marketing agency that trains you to become a marketing ...
Performance, advice and inspiration at PR Council's Critical Issues Forum  PRWeekNEW YORK: Eschewing traditional panel discussions, the PR Council's 2019 Critical Issues of the Modern Workplace Forum featured a mix of poetry, song and ...
HSBC Plans PR Blitz to Win Over Beijing  BloombergHSBC Holdings Plc has launched a public-relations offensive aimed at leaders in Beijing, reflecting worries that its position as the biggest foreign bank in China ...
PR Genius Tony Wyllie Takes His Talents Away From Dan Snyder  DeadspinSports radio station WJFK in D.C. reported today that Tony Wyllie has quit as Dan Snyder's communications director to take a job with the Special Olympics.
Greater meaning: The 2019 Diversity Distinction in PR Awards  PRWeekAgencies and brands are not only boosting their diversity efforts, but also broadening them to be more inclusive and innovative. The proof is in the entries to the ...
Greggs, Virgin and McDonald's: complete winners list of The Drum's inaugural PR Awards  The DrumIt was a big night for brands like Greggs, Virgin and McDonald's at The Drum's inaugural PR Awards, which took place at The Marriot Grosvenor Square Hotel, ...
2019: Year of Transformation for Russia's PR Sector  O'Dwyer's PR NewsFor Russian communications agencies, the year 2019 has meant adapting to transformation, change and a number of worldwide trends.
PR: CropBytes Farming Game Built on Tron Set to Revolutionize Farming Digitally  TWJ CryptoWant to become a farming tycoon and cash out the crypto earned just by playing an exciting game based on blockchain technology? CropBytes have heard you.
Singh won’t be used as Trudeau PR ‘tool’ to help him deal with blackface  CityNewsThe Liberal Party pledged Saturday to keep private the details of any conversation between NDP Leader Jagmeet Singh and Justin Trudeau about the blackface ...
My house burned down and my agency is stronger  PRWeekPersonal hardships and vulnerability can create better leaders and a better work environment, says Tom Lindell managing director of Minneapolis-based ...
Advice For Communications Professionals: Consider Tech PR  ForbesThere's a need for those who can make technology that's interesting sound interesting.
Why website accessibility is crucial for a client's digital reputation - PR Daily  PR DailyStemming from the Americans with Disabilities Act, this inclusive approach to digital design and user experience is a key element for today's online audiences.
How to apply for Australia Permanent Residency (PR) Visa in 2019  India TodayAustralia is one of the best countries to apply for Permanent Residency (PR) Visa as it allows one to work and settle in the country for a period of 5 years.
Seven Skills Every Modern-Day PR Team Needs  ForbesThe lines between PR and marketing have never been more blurred, and now is the time to prepare your teams for success.
Apple's PR Chief Steve Dowling Departing, Phil Schiller to Take Over on Interim Basis  MacRumorsApple's vice president of communications, Steve Dowling, is leaving the company after 16 years, reports Recode. Dowling in 2014 took over...
What the Future of PR Looks Like  Business 2 CommunityPublic relations has changed considerably the past few years and is presenting exciting times for business and brands. skip. Ads by Hooly. This change is ...
The PR Week: 9.20.2019: Howard Schacter, Acreage Holdings  PRWeekAcreage Holdings' Howard Schacter joins The PR Week podcast.
PROTON's Vijayaratnam Tharumartnam on why bosses can't expect PR to just 'buy' a story  Marketing InteractiveThe PROTON brand has grown to become synonymous with Malaysia ever since its founding in 1983. Undoubtedly the pride and joy of many Malaysians, ...
The Feather in Felicity Huffman Crisis P.R. Campaign Cap  Vanity FairCommunity *service* began almost immediately for the first parent in the college admissions scandal sentenced.
BBH hires The Academy's Chris Bamford as first PR creative director  PRWeekBartle Bogle Hegarty London has hired Chris Bamford as its first creative director in PR. Bamford started this month and is part of the creative department, ...
Northeastern communications team wins three awards from PR News, besting PepsiCo, National Geographic, and Johnson & Johnson  [email protected]Northeastern University's communications team on Tuesday won three national awards at PR News's Platinum PR Awards in New York, topping a group of ...
The PR Process That Drives Hundreds of Links Time After Time  Search Engine JournalLinks remain one of the strongest currencies in SEO, despite many years of people claiming otherwise. But getting ones that carry value is becoming ...
Will Prince Harry's PR pal lead his mission to Namibia?  Daily MailSources tell me Harry hoped to squeeze in a secret visit to Namibia ahead of the couple's ten-day tour of Africa - but his strict itinerary meant it was not possible, ...
Gaming company Bethesda chooses new PR agency  PRWeekGaming company Bethesda chooses new PR agency. From PR Week.
Destiny Church PR man Jevan Goulter's company in financial trouble over unpaid $4500 debt  Stuff.co.nzOn Instagram, Jevan Goulter lives a life of luxury, flitting between super yachts and five star hotels and hanging out with glamorous friends, champagne flute ...
How can I apply for Canada PR?  India TodayCanada PR: Here's how you can apply for PR in Canada from India.
The 150 people PR show  EJ InsightThe number 150 seems to bear some special significance to the HKSAR government. Otherwise why would it pick only 150 people for the first “open dialogue” ...
ANDER & Co Honored At PRNews' 2019 Platinum PR Awards  PRNewswireMIAMI, Sept. 19, 2019 /PRNewswire/ -- ANDER & Co – the Miami-based, full- *service* public relations and digital strategy firm with global reach – announced ...
What next in the Brexit PR war?  BBC NewsDeal or no deal? What about the backstop? Talks seem stuck and it's unclear where we go from here.
TM's Izlyn Ramli on PR: 'It can be a thankless job, so we must be driven by a higher purpose'  Marketing InteractiveIn an era of rapid expansion in digital media and technologies, PR goes beyond just sending out press releases or planning events. Increasingly, PR ...
10 Tools for Clear Communication Between PR and Content Teams  G2See some of the useful software options to help your PR and *Content* teams learn how to communicate clearly.
Redskins' PR boss Tony Wyllie exits after nine years, lots of controversies  Awful AnnouncingFrom "definitely a fake account" to interrupting on-field interviews to Arab Spring analogies, Tony Wyllie had quite the run handling PR for the Redskins.
Facebook outed a Ukrainian PR agency which spent $1.6 million on ads for fake accounts and pages  INSIDERFacebook announced Monday that it has taken down hundreds of fake accounts, groups, and pages originating from Ukraine and Iraq.
Gallup says the PR industry has a bad reputation. Here's what can be done about it  PRWeekPR didn't finish dead last in a Gallup poll released this week about industries with the best and worst reputations, but it came perilously close, with the ...
Eight PR firms decline to work with Hong Kong government  SupChinaHas the Hong Kong government damaged its image beyond repair? Public relations firms — professional image-repairers — seem to think so. Eight PR firms ...
HSE’s €1m spend on national children’s hospital PR ‘unacceptable’  The Irish TimesHSE spent over €11m on consultancy fees for national children's hospital group.
€1m PR spending on new children's hospital is branded 'unacceptable'  Independent.ieThe spending of more than €1m on public relations for the controversial new national children's hospital has been branded "unacceptable".
BBH hires Chris Bamford as first creative director in PR  CampaignLiveBartle Bogle Hegarty London has hired Chris Bamford as its first creative director in PR. Bamford started this month and is part of the creative department, ...
Were global PR firms justified in rejecting work with the Hong Kong government?  Mumbrella AsiaEight global public relations firms approached by the Hong Kong government turned down the chance to work on a campaign to burnish the city's credentials.
Influencer fraud's $1.3B price tag—and how marketers can respond - PR Daily  PR DailyBy Ted Kitterman · @tedkitkat. Sept. 16, 2019. SHARE. AddThis Sharing Buttons. Share to LinkedIn LinkedInShare to Twitter TwitterShare to Facebook ...
Are Silicon Valley marketing and comms pros over it?  PRWeekDeparting Apple comms head Steve Dowling's memo to staffers about his exit this week recounted the "countless keynotes, product launches and the occasional ...
Apple PR Boss Exits  ChannelNewsApple's news driver, Steve Dowling, is in the news himself, following his announcement that he will leave the iPhone maker after 16 years as head of public ...
Fossil Fuel Ad Campaigns Emphasize 'Positives' After Climate Science Denial PR Lands Industry in Hot Seat  DeSmogThis story is part of Covering Climate Now, a global collaboration of more than 250 news outlets to strengthen coverage of the climate story. Public relations ...
PR veterans still struggling two years after Hurricane Maria  RochesterFirst(CBS) – When Hurricane Maria battered Puerto Rico two years ago this week, Pedro Díaz Márcanos' home in Guayama, a small city in the island's southeastern ...
More than €1m spent on PR for controversial Children's Hospital  Independent.ieMORE than €1m has been spent on public relations for the controversial new National Children's Hospital, the Dáil's spending watchdog have been told.
Legally Blind PR Student to Speak at PR Council Forum  O'Dwyer's PR NewsA legally blind PR student at New York University's School of Professional Studies will deliver a presentation at a Carnegie Hall forum tomorrow that focuses on ...
The How-To: Owning Your PR Even On A Tight Budget  EntrepreneurA record number of 366 startup deals took place in 2018 across MENA, amounting to a total investment of US$893 million. According to Magnitt's The Start-up ...
Media Mantra bags the PR mandate of MyOperator  afaqsCall management system provider MyOperator announces the appointment of Media Mantra as its PR and communication partner. The appointment will further ...
Covering Climate Now: How to harness PR and communications in pursuit of net zero  www.businessgreen.comA host of top PR professionals provide tips and insight on how green businesses can positively influence the defining story of our time.
Ogilvy India’s PR capabilities shine at Asia-Pacific Sabre Awards  Best Media InfoOgilvy topped all agencies with 16 Sabre Awards, alongside impressive performances from competition at the Asia-Pacific Sabre Awards in Singapore last night.
Traditional PR Doesn't Work Anymore. Here's What Does.  The Business of FashionNEW YORK, United States — PR just isn't what it used to be. Consider the experience of Tibi designer Amy Smilovic, who started her New York-based label in ...
PR crises that have defined 2019 - PR Daily  PR DailyThere are four months left in 2019, but it already feels like we've witnessed a year's worth of scandal and crisis. Last year, it was Facebook's data misuse and ...
PR minister visits modern control system  Business RecorderLAHORE: Federal Minister Pakistan Railways Sheikh Rashid Ahmad visited railway control office set up on modern lines at the Pakistan Railway headquarters ...
LinkedIn promotes communications lead Melissa Selcher to CMO  PRWeekSUNNYVALE, CA: LinkedIn is promoting communications leader Melissa Selcher to CMO, replacing Shannon Brayton, who is planning to retire. The promotion ...
Domino's Pizza announces retained consumer PR agency  PRWeekDomino's Pizza announces retained consumer PR agency. From PR Week.
Why and how PR pros should embrace artificial intelligence - PR Daily  PR DailyArtificial intelligence (AI) is finding its way into customer *service*, online search and even the crafting of articles. All this gives rise to a new phenomenon for ...
CharityComms publishes wellbeing guide for PR staff  Third SectorWritten by the digital communications specialist Kirsty Marrins, it offers tips for maintaining good mental health in an 'always-on' culture.
Avenir names Rick Murray managing partner of Shift  PRWeekBOSTON: Avenir Global has appointed Rick Murray as managing partner of Boston-based Shift Communications. Murray, who is continuing to report to Avenir ...
Purdue Pharma Hired PR Firm That Rebranded BP After Deepwater Horizon Spill  The InterceptPurdue Pharma, the pharmaceutical firm that manufactures OxyContin and allegedly helped fuel widespread addiction to painkillers, has turned to some of the ...
Small Business PR Done Right with 3 Tips  Business 2 CommunityWell have all heard of the benefits of PR, we all understand what it can do for your business but we rarely take the time to figure out the inner workings of public ...
Most popular undergraduate PR courses revealed  PRWeekMedia studies and journalism are the most popular courses for young people looking to learn about PR, according to annual data published by UCAS, the ...
Experts: Huawei's Offer to License 5G Technologies a 'Smart PR Move'  Caixin GlobalExperts called Chinese tech giant Huawei's offer to license 5G technologies to the U.S. a “smart public relation move.” In an interview with the Economist posted ...
How Katie Sturino Went from Working in PR to Becoming an Influencer-Entrepreneur  FashionistaIn our long-running series, "How I'm Making It," we talk to people making a living in the fashion industry about how they broke in and found success.
Royal Caribbean: Want to help the Bahamas? Book a ticket  PRWeekMIAMI: The best way to help Bahamians affected by Hurricane Dorian is to book a trip to the islands, according to Royal Caribbean VP and chief ...
There seems to be a PR campaign against France's Steam reselling ruling (update)  Windows CentralOn September 17, a French court said that Valve needed to let its consumers resell their digital games in the country. This concept was initially proposed by ...
How Tim Bell was overtaken by modern PR  Financial TimesThe mouth of hell gapes in warning, yet Doctor Faustus cannot repent and avert damnation, in the play by Christopher Marlowe. My Faustian moment came after ...
The Mystery PR Man — or Three — Behind Taliban Propaganda  OZYIs he real or fake? One man or many? Nobody knows for sure about Zabihullah Mujahid.
Pype Selects Ripley PR as Public Relations Agency of Record  PRNewswireWASHINGTON, Sept. 9, 2019 /PRNewswire/ -- Pype, a leading construction software platform that uses machine-learning to provide unprecedented data ...
PR Icon Kelly Cutrone bans Jezebel writer for life  Page SixPR icon Kelly Cutrone has banned a Jezebel writer from her fashion shows after the blogger claimed that Cutrone kicked her out of a seat at a Fashion Week ...
E.ON tackles air-quality crisis with 16ft lungs  PRWeekOn a mission to highlight the perils of air pollution in the Big Smoke, E.ON has erected a 16ft activation on London's South Bank. Created by Engine PR agency ...
PR agency implements four-day week after successful trial  PRWeekMedical comms consultancy Synergy Vision is making its four-day working week permanent, saying the move made staff happier, less anxious and more ...
PR blessing in hiding in Kashmir  Telegraph IndiaAn “awareness” blitz in the Valley to assure residents that they would not be compelled to part with their land.
PR School Board sets tax levy at maximum  Park Rapids EnterpriseThe preliminary levy can only be adjusted downward, before the final levy is set at a Truth in Taxation meeting in December. Written By: Robin D. Fish | Sep 21st ...
No takers for PR campaign to rebuild HK image  Hong Kong StandardThe Hong Kong government has tried but failed to secure help from any of the global public relations firms it has approached to salvage the ...
How Implementing a PR Program in Your Business Will Change it Forever  Grit DailyFor many small business owners, the most important thing to keep business running is leads in the door. Due to cash flow, small businesses need to be ...
Meghan Markle told new PR company she wanted to 'break the internet' in secret talks  ExpressThe Duchess of Sussex is said to have made the bold statement during a meeting with Hollywood PR company Sunshine Sachs, who worked on the release of ...
Raheem Sterling ditches his PR agency after its England captaincy news leak  The TelegraphRaheem Sterling has split from the public relations agency that leaked news about him getting the England captaincy.
Homebase looking for new consumer PR agency  PRWeekHomebase looking for new consumer PR agency. From PR Week.
PR agency expands following client wins  Insider MediaHuddersfield-based communications agency Scriba PR has moved to larger offices following a series of client wins.
Why the heart of a PR agency should be driven by content: Asif Upadhye, SPRD  Exchange4MediaUpadhye, Director of SPRD, explains how the story of a brand can be best conveyed when words frame the right narrative.
Tim Bell, PR and advertising executive, 1941-2019  Financial TimesTim Bell, who has died aged 77, was a swashbuckling spin-doctor who became a confidante of Margaret Thatcher and helped to create Britain's public relations ...
Harry and Meghan hire Hollywood based-firm for PR support  PRWeekRoyal couple Harry and Meghan have 'surprised' royal staff by appointing a Hollywood-based PR firm after a string of recent PR missteps, according to media ...
3 Winnebago County Board members explore hiring PR help to improve board's image  Rockford Register StarROCKFORD — Three Winnebago County Board members met with a public relations expert last month to discuss how her agency could help the board combat ...
PR Tips for Democrats to Connect with the American Public  PR News - For Smart CommunicatorsAs the Democrats prepare for tonight's debate, I offer advice as a former editor-in-chief of a celebrity magazine and a current PR pro: Don't ignore American pop ...
Infographic: 12 crucial video marketing statistics - PR Daily  PR DailyJust how important is video for your messaging? That's the question every communicator must answer as they ponder investing in video production equipment ...
Will Snyder's PR Leads San Marcos Boys to 5th Place at Raider Invite  NoozhawkSenior Will Snyder ran a personal best of 15:52 for three miles and finished in sixth place at the Raider Invitational cross country meet at College Park in Oxnard.
Burger King has major meltdown (of its plastic toys)  PRWeekThe fast food behemoth is ditching all plastic toys from junior meals from today and commemorating the move by melting a giant toy – an oversized jeep-driving ...
Leading AI Innovator, SparkBeyond, Selects 5W Public Relations as Agency of Record  PRNewswireNEW YORK, Aug. 27, 2019 /PRNewswire/ -- SparkBeyond, the leading AI innovator that empowers organizations to solve their most complex challenges by ...
CIPR names new 2020 president elect  PRWeekCIPR names new 2020 president elect. From PR Week.
2020 Salaries for Marketing, Advertising, and PR Positions | Study  MarketingProfs.comThe median starting salaries for a marketing, advertising, and public relations jobs in the United States vary widely by position. Check out this salary guide for ...
Watch: Global Climate Strike launches with multi-platform campaign  PRWeekWatch: Global Climate Strike launches with multi-platform campaign. From PR Week.
Andhra Pradesh govt cancels 3,543 PR road works worth RS 1,031 crore  The New Indian ExpressThe YSRC government had decided to cancel those engineering works sanctioned before April 1, 2019, but not grounded.
Are Aldi's lower profits really such a bad thing, PR-wise, in these uncertain times?  The GrocerAldi isn't bothered by short-term shareholder concerns. It's investing in the future.

Not Getting the PR Results You Want?

The reason might be this simple: as a business, non-profit... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

Life After Press Release Distribution?

A few weeks ago I was participating on an on-line... Read More

Do-It-Yourself PR: An Accident Waiting to Happen

Early in my career as a public relations consultant, I... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

Talk Radio Success

You do not have to hire a publicist or advertise... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter

Everyone has something that drives them up a wall. You... Read More

The Press Release: How to Get the Media to Pay Attention!

As many of you already know, promoting and marketing your... Read More

Writing a Press Release: The Medias Dirty Secret

There's a dirty little secret about press releases that the... Read More

Publicity: Polls and Surveys Are a Great Path Free Publicity

When I search Google News for "surveys," I get nearly... Read More

3 Essential Elements For Turning Your PR Pitch Into Publicity Exposure

1) Establish Rapport, then get the editor/producer excited.There's not a... Read More

Ten Media Crisis Tips

No comment. These are probably the two most damaging words... Read More

Mastering the Media

What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More

Want This Kind of PR?

PR that really does something positive about the behaviors of... Read More

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's... Read More

The Working Case Study

Next to white papers, case studies are the most popular... Read More

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Preparing For Your Media Interview

Media interviews are an important part of an overall public... Read More

Public Relations Mixup?

When you pay good money for public relations services, you... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

Making Your Own News

Getting a press release published in a newspaper or magazines... Read More

Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity

In this great country of ours, there are basically three... Read More

She Who Has the Gold...

?makes the rules, of course.But when the gold takes the... Read More