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10 steps to great PR – #9: Timing
If you have the luxury of the option – choose to publish when there is a window in the public conversation / dialogue. With this, I mean that you might detect a momentum that you can use to ride on; be it a critical debate about industrial carbon footprint when you offer alternative materials, or…
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10 steps to great PR – #8: Placing
I choose to write this post about “placing” your publicity, rather than “channel” or “media”. Of course, a lot can be said of different channels and medias, but there are simply so many of them that this entire blog could not assume to cover them, even if it was a blog about channels and media…
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10 steps to great PR – Step no 7: Risk assessment & analysis
One step remains before you can make a transparent and well informed decision about going public; risk assessment and analysis. Of course, you have at this point already made legal and ethical considerations. But you also have to take consequences and risks in a broader perspective into account. Outside of the area or field for…
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10 steps to great PR – Step no 6: Spokesperson
The representative for the operations that will make the statements is important from multiple perspectives. Partly, and obviously, because he or she needs to be able to clarify and to carry the message in a good way. To know the matter well enough to immerse themself when questioned and still stay on message, to not…
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10 steps to great PR – Step no 5: The message
The message is the center point of your PR-piece. It is what you want people to take to their heart when they’ve heard your story. It is the outcome of your facts and figures, it is what your narrative should inevitably lead the recipient to. A story about the new grade system of public schools…
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10 steps to great PR – Step no 4: Find the story
This is probably still my favorite part of the PR-work. And also, very much where I once started, and from where I have built many of the platforms including strategies, target audiences, plans and models. If you have the right story to tell, there is really no limit for the use and the spreading of…
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10 steps to great PR – Step no 3: Know your audience
This step was maybe easier in a distant past, when the main hub of broader information flow was a much narrower field. Today, we have so many channels and so many platforms that it can seem overwhelming to even start trying. But it is also in a way easier now. Precisely because of social media,…
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10 steps to great PR – Step no 2: External trends
To know what trends that are important in your surroundings, it is necessary to be relevant. This ranges from large global trends to more narrow, niched trends, such as trends within a certain industry, a geographic area or over a limited time-horizon (typically seasonal effects). This is also something Harold Burson points out in his…
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10 steps to great PR – Step no 1: Start with the greater plan
The first step of creating Great PR is to start from the greater plan of the organization or person you’re supporting. If you work for a company, this means starting from the business plan. I know some think this is overly ambitious, and some think that the exercise stretches the PR-activities too thin; that they…
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Public Relations – What it is and why you use it
PR, short for Public Relations, is used to describe communicative actions that handles the confidence for a person or an organization. Sometimes, you may see the add-on “as ethical as possible” being used in the summary to describe it. The mission is to ensure that important parts of the audience have access to information that…