by L. Aruna Dhir, Featured Contributor
[su_dropcap style=”flat”]I[/su_dropcap] HAVE GIVEN YOU MY 25 Golden Rules for Pitch Perfect PR, for whatever they may be worth, in the past. But here follows the quickest, shortest, five-point PR lesson to get you working like a Pro and making moves that only successful professionals do.
Considerably, these skills will hold good not just for people from Public Relations but for anybody who sees himself as a good Brand Ambassador of his or her Organization.
So here follow my Top-Five for an effective PR Expert:
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1. DEVELOP MULTI-LEVEL SKILLS SET
You need to be a good writer, good with graphics and creatives for all your Marcomm needs, a good event organizer, tech savvy and with a bit of finance and business acumen in order to understand the bottom line well and add your spin to it.
Move with the times. The new age way of doing things is quite different from how it used to be done. In the times of Social Media, Web 2.0 and technology-on-tap, evolve yourself and rethink your strategies to get the best results.
2. NOSE FOR NEWS
When writing press releases and backgrounders ensure that your pitch has a high news value for both the target audience and the vehicle you want to see it carried in. Otherwise you just end up wasting paper and the journalists’ time, who then would subject your release to the waste basket treatment.
3. FACE AND BODY
Since you are the face of your organization that interfaces with a wide range of publics – from Heads of State to the celebrity clientele to the media – you need to have well-honed social skills, be charming in your demeanour and engaging in your conversations.
At the same time, since you are also the dogsbody that carries out the nitty-gritty of the PR functions, you need to be always on the ball to keep the PR machinery well-oiled and running, seemingly, effortlessly.
Being like the duck that seems calm on the surface but paddles madly underneath, is then a virtue.
4. KNOW IT ALL
You must have a thorough understanding of the various operations of your business. Definitely what keeps Sales & Marketing, Food & Beverage, Catering, HR ticking but you must also be in cahoots with the Security Chief, Engineering Head, Housekeeping people, the interior, art or flower expert, the Purchasing Manager – in order to keep all your ten fingers on the various pulses and be well equipped to develop interesting, multifarious story angles aimed at a plethora of publications.
You are in the spotlight 24X7 now with news being consumed via the new platforms of Twitter, YouTube et al. You are easily searchable. Consumers can get their hands on even your archived bits of information with just a click. Therefore be more diligent, news-worthy, meaningful and relevant.
Do make sure that along with the right keywords you use for good search engine optimization, your information capsules also carry significant value for your consumers and are crafted such that they bring top of the mind recall.
5. BE LOCALLY SOUND AND GLOBALLY PROPELLED
Since you work in an international industry and are also driven to market your specific destination, being international in your approach at the same time being a great cultural ambassador is a major plus.
And here’s what gets you handsome returns – promise and deliver value to your customer, be true to your consumer even amidst all the verbiage and messages, stand head and shoulders above the clutter with your outstanding communication, engage the customer in your messaging with several points of interest, always respond and be prompt in your reply and finally build a healthy relationship based on trust, mutual liking and respect.[/message]