With students trooping back to school, juggling both face-to-face and online classes, it’s a great time for the next generation of PR pros to learn what it takes to succeed in this very specialized field. Know more:
WITH students trooping back to school, juggling both face-to-face and online classes, it’s a great time for the next generation of PR pros to learn what it takes to succeed in this very specialized field.
Reading newspapers daily is a priority. Solomon recalls that as a journalist, his morning assignment was scanning all the NYC newspapers so he would know what stories are incomplete or misleading. He never lost the habit. First, “the PR pro gets a feel for what the media and public consider news. Second, it helps media pitchers know which stories need follow-ups. Third, you can quickly alert business executives about what issues might affect their company. In turn, they alert management, making them look good.”
“Even the best broadcast TV news is a briefing service” he says. “With stories sandwiched between commercials, segments barely include the basic 5 pcs—who, what, why, where, and when.” Vet paid spokespeople—aka hired guns—when using them for promoting products, companies, causes, and events. Influencers are very influential today, and most companies and brands seek them out to promote their products and services.
With this, practitioners should find a way to let top management know of their contributions. This could be done by simply submitting a report or presentation, actively participating in meetings when appropriate, or mentioning this casually when possible. Whatever way, it is important to have a good relationship with top management.
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