PR Fuel: PR News, Views, & Stews

Apologizing: How You Say It Matters

August 03 2010

There’s an old saying that goes, “It’s not what you say; it’s how you say it.” And when it comes to corporate apologies, this saying has a lot of truth to it. Sure, you need to make sure your apology has the right words, but even the best-written apology will be a total flop if it’s not delivered properly. Read More

Pick a Public Relations Specialty for a Career Jumpstart

July 30 2010

You were born with a silver tongue and a head for publicity. You know you want to be a public relations professional. But knowing you want to “work in PR” and actually finding a job are two different things entirely. Read More

Does My Company Really Need a Media Kit?

July 29 2010

Most PR pros have seen their fair share of media kits. Some are elaborate and impressive, while others are little more than some flyers and documents stapled together. These bundles, which often come in folders or even clunky three ring binders, are handed out by companies to the press in order to provide all the pertinent background information and recent news on a company. They may include the company’s specs, its key people, its financing, high quality photos, press releases about various aspects of the company, and even information on pricing and competitors. But are they really necessary? Read More

Writing a Book as a Public Relations Tool

July 27 2010

No matter what industry you’ve made your career in, there is always going to be a competitor out there who is more skilled, has more years of experience, or has better name recognition. You can narrow that gap though, by writing a book. Though digital media promoters might say otherwise, we are still a culture that respects the power of the written word. An expert who is confident and knowledgeable enough to set her expertise in stone with a book will win instant credibility in the eyes of potential partners, clients and customers. Read More

7 Tips for Maintaining Relationships with the Media

July 23 2010

Long-term relationships with the media are the most valuable. Over time, you can earn the trust of reporters by building a rapport with them. Once you’ve gained their trust and established that relationship, they’re likelier to pay attention to what you have to say, and of course, this increases your chances of getting the media coverage you so desire. Read More

Blaming the Customer is Never a Good PR Move

July 21 2010

When things go wrong, most companies’ kneejerk reaction is to look for someone to blame. If you’re BP, you blame the contractor. Other times, you might blame another employee. The blame game is never a good idea. Customers don’t want to hear it. What they want is for your company to step up to the plate, take responsibility, and resolve whatever issue they’re having. Read More

Why Infomercials Work (And What PR Pros Can Learn From Them)

July 19 2010

It happens when we stay up past our bedtimes. The Late Late Show credits start to roll, and then, without warning, we’re suddenly in the clutches of one of those infamous infomercials. No matter how silly and cheesy these long commercials are, when you watch more than one infomercial, you’ll start to notice a few common characteristics.  Read More

5 Tips for Serving as a Company Spokesperson

July 16 2010

PR pros often find themselves thrust into the spotlight as company spokesperson. For the pro who is accustomed to more behind the scenes work, this new role can be challenging and rife with booby traps. Read More

What to Do When Your Online Reputation Has Been Compromised

July 15 2010

As the old saying goes, “You can’t please all of the people all of the time.” But in the age of the Internet, almost all of the people have a forum where, when they’re not pleased, they can complain loudly and proudly. Whether it’s one cranky blogger denouncing your company because of its complicated instruction manuals or a concerted online movement smearing your company’s good name, as a PR pro, you need to be ready to handle online reputation attacks. Read More

Using Contests to Promote Your Business

July 14 2010

According to some estimates, the average person is flooded with up to 10,000 promotional messages each day. From advertisements to product placement and more, we live in an increasingly noisy marketing environment. For your business, this means finding new, engaging ways to cut through the clutter, stand out from the crowd, and get your customer’s attention. Read More