Sharing Secrets: Public Relations Expertise

The publishers of Brand Republic, the UK’s leading online destination for people working in the advertising, marketing, media and communications industries, offer an editorial on their website entitled “What’s the secret of a long ‘marriage’?” In that, Abbott Mead Vickers BBDO chief executive Farah Ramzan Golant offers these wise words: “The key to long-term client relationships is constant reinvigoration…. You should constantly be looking at how you can do things differently, keep freshening the account teams and stay ahead of the game.” As a PR practitioner providing ongoing, dedicated counsel to a small roster of clients, I firmly believe in these vows, and back in December, I participated in an enlightening webinar hosted by Vocus and presented by PR industry thoughtleader Deirdre Breakenridge, who is the author of “PR 2.0” and “Putting the Public Back in Public Relations.” Entitled “Eight Techniques of the New PR Champion,” the knowledge and insights Deirdre shared really blew me away.

I have been handling PR for innovative business leaders and their (often relatively small) businesses for more than 20 years, and I’m very proud of my accomplishments helping my clients consistently achieve phenomenal success. There are many aspects of my experience which I feel play well into my role (a few examples include my training and background in the U.S. Air Force Reserves, my high-level contributions in the world of network television production, my writing, editing and pitching skills honed over the years, and my previous posts handling PR, marketing and sales internally and externally for ambitious companies), and I feel I’ve learned how to make myself especially valuable to my clients’ business ventures even when PR is not a top priority.

More and more, I am encountering opportunities among seasoned executives who place even greater value on PR and see it as Deirdre presents it — forming the mission-critical center of virtually all aspects of business operations.

If you have further interest in the evolving role of public relations in successful business ventures, I highly encourage you to read Deirdre’s books, check out her videos, and otherwise immerse yourself in the lessons she offers. In the presentation I attended, she described in detail these eight “new practices” that are key areas where PR professionals are adding immense value to businesses:
#1 The Policymaker
#2 The Internal Collaborator
#3 The Pre-Crisis Doctor
#4 The Reputation Task Force
#5 The Master of Metrics
#6 The Relationship Analyzer
#7 The Communications Organizer
#8 The Technology Tester

Even before detailing these areas and providing insights into the tools she has developed and used, the processes she has embraced, and more best practices and benefits that come from putting them to good use, Deirdre paused to make a key point: “PR people are perfect for handling social media.” With her encouragement and the confidence I’ve gathered in handling my clients, and with all the amazing insights into how to manage PR across organizations of all sizes, I am absolutely ready to rock for my clients in 2012.

Featured Video: The Social Conference 2012 from the PurePerformanceComm YouTube Channel.