The Value Of Public Relations — 10 Tips

By Ronn Torossian, CEO, 5WPR

Owning a Public Relations Agency, I am constantly selling something. Throughout my book "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations", I outline multiple public relations thoughts & tips on how to best utilize PR. Here are 10 tips:

  • Politicians need 51 percent of the population to succeed – businesses can win without a majority.
  • The gift social media has given PR is the ability to have friendly, even intimate-feeling conversations with customers.
  • New and "pop up" customers should often be considered a godsend to a business.
  • PR can be an organic and natural result of customer loyalty and affection — when you speak to a customer with products and in language they love, they’ll do PR groundwork for you.
  • PR has to be part of the innovation process; from conception to execution, PR efforts can gauge public perceptions, reactions, and results.
  • Reactive, rapid response means inserting yourself or a client into the news cycle as an expert, competitor, or commentator with something to add to an already existing and time sensitive story.
  • Being an informed source has also got to be one of the cheapest and most effective ways to build credibility, drive sales, and engage the press in a positive way.
  • Giving away something of value — knowledge you possess — gives people a reason to return to you when they need more advice, and eventually they will return to you to buy whatever it is you’re selling.
  • Social media should be used on a daily basis, and in a positive way.
  • Don’t voluntarily join conversations that may detract from your brand.

Of course this ties to the definition of public relations and I define great Public Relations as:

  • Helps make the impersonal personal.
  • Bridges divides.
  • Creates excitement and builds equity for businesses, personalities, politicians, and others.
  • Manages crises and catastrophes.
  • About telling stories, having conversations, and making impressions.
  • Needed by any business — or anyone with a pulse, for that matter.

Ronn Torossian is CEO of 5WPR, a top 25 US PR Agency.

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