#prguy

              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.