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A: Perhaps our approach is different. Our public relations focus is always on three essential elements. First of all, the client is most important. Our account executives immerse themselves in the client's environment: the people, the products, the system, the culture. We have a clear understanding of how we fit into the client's needs and objectives. We learn very quickly how to accomplish things and how to operate within the client's milieu. This is easily said, but often difficult to achieve, which is why personal rapport, mutual respect, confidence and clearly defined goals are very important to successful public relations. |
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A: The second essential element is understanding the message. What is the clear, precise message we need to communicate. How is the message relevant to the media involved? How does it play out through the process of publication or broadcast? Most important, is the message fundamentally accurate and understated? Whether it's a corporate positioning statement, a product benefit or a reaction to a client crisis, the message has to be clear and credible to be effective. The third element has two parts to it. First is the market or niche within which we're communicating. Too often marketing communicators fail to think through the message to get to the "benefit" that resonates with the targeted audience. News or information is one thing, useful information is another thing and information that actually benefits me is what makes the phone ring. |
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A: The one you have the least information about. If any one of these three elements is deficient, the PR plan will lack substance, and probably produce, at best, mediocre results. Q: WHAT'S THE BEST ADVICE YOU COULD GIVE TO A CLIENT LOOKING FOR A GOOD PR FIRM? A: (Laugh) Give us a call, of course.
*Interview: What B2B PR Brings to a Political Campaign
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Q:WHAT
MAKES THE PRACTICE OF PUBLIC RELATIONS UNIQUE AT HERSHEY
PHILBIN ASSOCIATES?
Q:
WHAT'S THE SECOND ELEMENT IN GOOD PR?
Q:
WHICH ELEMENT IS THE MOST IMPORTANT?