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Archive for May, 2011

Critical Elements of Public Relations Strategy

May 27, 2011 1 comment

Yeah, yeah, strategy is important and planning is critical to the success of any communications program, but…let’s not get carried away.

Wondering where I’m going with this? Well you won’t find that answer here. The post Critical Elements Public Relations Strategy Should Always Consider is part of the Public Relations 2011: Issues, Insights Ideas e-book found on Craig Pearce’s blog.

Again, I need to thank Craig for putting together this project, editing my rant and allowing this conversation to continue.

Illustration provided by Pennington & Co.

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Don’t be a Social Media Stooge

May 21, 2011 2 comments

Growing up watching the Three Stooges (in reruns of course, I’m not that old) there was one plot that always confused me. Where the Stooges need to behave like gentlemen for one evening. The  episode always invariably ends in an all out food fight.

While it made me laugh every time, I always wondered why it was so hard to simply not be a Stooge for one short period of time.

Moe, Larry and Curly had already done the hard part, they learned which fork to use at the fancy dinner – something I’m still unsure of – they dressed up in the right clothes, they greeted the men and women properly. They are almost home free, but then…well, you know how it ends.

All they had to avoid was the huge mistake. They could have made a dozen small mistakes and no one would have blamed them. But, they just couldn’t avoid making the big and obvious Stooge-like error. Read more…

Public Relations Strategy is…

May 9, 2011 11 comments

Public relations strategy is…usually no more complicated than selecting the right PR tactics to meet a goal. The real hard part is the execution.

Recently, Kim Larochelle (@KimLarochelle) of DRPR wrote PR – a strategic discipline or a story telling exercise? in which she was kind enough to reference an article I wrote for Craig Pearce’s Public Relations 2011: Issues, Insights and Ideas. The basic point behind my piece was that communications strategy isn’t hard and creating it shouldn’t take time and effort away from communication.

Kim writes: “Quite rightly, Paul explains that a PR strategy comes down to identifying the who, what, when, where, why and how. Although these elements are absolutely essential, the piece of the puzzle I believe is missing from Paul’s article … is the importance of the bigger picture. Before considering the ‘Ws & H’, it is crucial to take a step back and have a look at the broader objectives, what is it you’re trying to achieve?”

Good points by Kim. Honestly, maybe I was being a bit hyperbolic when I said that PR strategy was overrated, so let me take a step back and outline the proper level of PR strategy necessary for most programs.

Make a list and check it off. 
Recently, I had a conversation about the ways to create thought leadership in a crowded space and my answer was simple and admittedly tactical. Make a list and get to work.

Want to create a thought leader? Okay.

  • Create a presence on social media. Some combination of a blog, Twitter, LinkedIn, Facebook and YouTube will do. CHECK.
  • Make a list of relevant industry pundits (analysts, journalist and competitors) to engage with and engage with them. CHECK.
  • Make a list of top tier publications and communicate with them. If they accept byline articles or guest blogs, contribute. If they accept article commentary, comment. If they cover news, give them news. Check, check and CHECK.
  • Make a list of events and speaking opportunities and offer to present. Check! Read more…