As I mentioned in my last post, last night, Black Public Relations Society of New York held a PR Boot-Camp: Getting Down to the Nitty- Gritty of PR, featuring international PR maverick Jenelle Hamilton "The Publicist," Edelman PR Sr. Account Exec. Jonathan Woods, and Brand Strategist and Pop Culture Envoy Cheryl Overton. The workshop covered How to be Successful in PR, Press Releases, Strategic Messaging, Pitching, Media Campaigns, Branding, and more. I was fortunate enough to attend the event, and, being that I am your well-placed PR Girl WannaBe, have compiled a list of the key points the speakers hit.
This will be part of a BPRS-NY Event Recap Series, so look out for notes from the other speakers! This post will feature points from Cheryl Overton.
The 10 Easy Steps to Becoming Successful in PR- 10 Rules
1. Understand that PR = Selling
As much as we can try to pretend, Public Relations is selling. There's an art and science behind it and a lot of analytical thinking that goes into successful selling.
2. Be A Problem Solver
It's great to have those people on your team that can identify what's wrong in a situation. Don't be that person. Be the person who can see what's not going well AND solve it.
Time equals money. Period. Understand budgets, profits, revenue and streamlines. Be able to read income and cash flow statements. That will set you apart from others.
4. Respect Journalists
Earned media placement from journalists and the media world is currency. As PRs, we are sponges for information and the media. Know a journalist's deadlines, space limits, access needs and assets needs.
5. Gather Inspiration from Outside of PR
PRs are cultural sponges, we have a license to absorb information from other sources and use it. Think about brands and coffee shops that you love, for example. What about them makes you love them? Think of Howard Schulz and Starbucks as the "Third Place." Are you being asked to promote a new BIC pen or to create excitement around the way people communicate through the written word?
6. Rigor and Discipline
Develop KPIs and measure your success. Showcase ROIs (Return on Investments) and add metrics. Remember, done well, PR is invisible to others. Develop a habit of measuring your success so you can prove your worth.
7. Embrace and Exploit Cultural Competencies
Show that your perspective adds value to the team or brand. Use your culture, educational background, age, gender, etc to provide a different point of view. If you see something (that applies to one of your areas of expertise), say something.
9. Operate Ethically
Don't over-promise. Don't embellish. Say what you mean and mean what you say. Don't put a veil over your abilities or beliefs. Clients are seeking counsel. Even if what they want can't be done the way they want it, tell them. Be honest.
10. Shine Bright Like A Diamond
Distinguish yourself. Get awards at your job or in the industry. Understand how your success will be measured and meet and exceed the metrics. Have a reputation and a record of success.
Some extra tips on Measuring Success in PR from Cheryl Overton:
Success can be measured both qualitatively and quantitatively.
Qualitative = Likes, Impressions, Leads to site, etc
Quantitative = message change from negative to neutral or positive, move to different industries, etc
Create A Simple Dashboard. Set 10 media goals: move message, target different publications, etc- see how many you meet
Report Card for PRs- set goals and what they mean to the brand => Is the target 1000 likes or 1000 supporters?
**It turns out that there were only 9 Rules. Cheryl admitted that she wrote the list while multitasking on the train back from the Inauguration. (LOL) Another lesson she says PRs must learn NOT to do!**
The PowerPoint Presentation from the event will be available to BPRS-NY members and those who registered for the event.
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
✓ Live Streaming✓ Interactive Chat✓ Private Shows✓ HD Quality✓ Free Actions
Free to watch • No registration required • HD streaming
