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Ten Secrets of
PR Success
By Alan Caruba, PR Counselor
1. PR is fully integrated with all other marketing
communications programs, i.e., advertising, direct mail, special promotions.
2. Long-range commitment and planning permit product/service publicity to anticipate
editorial and other media requirements for information.
3. In-house or contract PR personnel are involved at the highest levels of management
planning both for their counsel and the need to develop the data necessary to effectively
position the product/service.
4. Full range of PR services is examined for maximum effectiveness, i.e., electronic
transmission of news releases, use of video news releases, maximizing trade show
participation, and much, much more.
5. An aggressive, consistent effort is maintained to encourage press/media interest in
company’s product/services and positions on legislation and/or issues affecting the
company.
6. All areas of company activity, i.e., new product/service development, personnel
programs, participation in professional/industry associations, etc., are constantly
reviewed for their PR potential.
7. Employees are seen as part of PR process via timely newsletters, bulletin boards and
other means of communication to encourage pride in the company.
8. All media coverage of the company and key issues affecting the welfare of the
company is monitored and regularly evaluated.
9. If the company is in a volatile commercial environment, i.e., chemicals, health
services, pharmaceuticals, a "crisis control" plan exists, delegating authority
and specifying appropriate guidelines for company spokespersons. "Damage
control" is undertaken within 24 hours.
10. All PR is based solely on the truth.
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