In true Flashback Friday fashion, I was looking over some older blog posts I wrote back in the day. While many serve as a reminder of how fast the industry has changed (it seems like yesterday we were talking about Facebook’s IPO and Motrin Moms), there are some posts that still ring true today.
This one in particular outlined the 7 elements of “good” PR. Let’s take a look at what those were:
- Good PR is telling the client what they need to hear instead of what they want to hear. Good PR recognizes that the best “PR strategy” needs to be followed-up with the client’s good products/services or else it’s all a vain and wasted effort that harms everyone’s reputation.
- Good PR is not just about the over-glorified launch. Good PR helps build and sustain a groundswell of brand support — incrementally changing consumer behaviors via a steady stream of relevant and candid communication to both “media” and “consumers.”
- Good PR celebrates the client’s customers in an inclusive, non-exploitive way. And, good PR welcomes the input of “neutrals” and especially “critics,” and adapts strategy accordingly.
- Good PR is proactive in idea generation and responsive in a crisis. Good PR finds the balance.
- Good PR is measurable. (And yet also hard to measure, since most clients want to measure different things.)
- Good PR leverages pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.
- Good PR doesn’t need to know Larry Ellison or Mark Zuckerberg or anyone in particular in the media, either. Even though such relationships can come in handy, good PR almost always “gets ink” because a good story has been well-told to the right people.
Most of those are still pretty accurate, huh? Though our strategies and tactics have evolved, the fundamentals of good PR have not changed and will not change.
What else do you consider an element of “good” PR?