Things Anyone Teaching PR Should Know

Today's guest post is by Alicia Moore

The following guest blog was authored by Alicia Moore, a writer for I’d like to invite academics and students in particular to read Alicia’s Top 10 list and post your response. Note: I’ll provide extra credit for the best observations. Thanks.

With the evolution of technology, the press relations industry has changed significantly. However, the same basics still apply, meaning up and coming PR students must be taught these skills if they are to succeed as pros in their careers. The following is a collection of the ten golden rules of success anyone teaching PR should know.

1) Words wield power. Thus, it is important for anyone in PR to carefully choose their words, and only use powerful, relevant words to grab attention.

2)Target your pitches. It is equally critical to keep pitches short, or else you risk losing your reader's attention. Often, three concise sentences make more of an impact than a 400-word press release.

3)Utilize the tools of the new digital age. As Online Teaching Degree mentions, there are a number of helpful resources online for students and emerging professionals alike, and it is a mistake not to take advantage of them. Learn trending topics, and use Google Alerts to keep an eye on your name, your competition and new, hot issues.

4) Pitch and attend an interview for a client. Know the entire process, and hold your client's hand during the preparation for that arranged interview. Always be there for assistance, but know when to stop and listen.

5) Know how to stand up to reporters or clients firmly, but politely. Just like anybody else, reporters can be abrupt, testy or even completely rude.

6) Regularly generate valuable content. Learn to identify the lessons and trends that others can benefit from; this allows you to always be the best source of trustworthy and solid information.

7) Teach your own executives and clients on techniques to more effectively undergo interviews. This preparation allows them to feel better in front of a microphone or more comfortable on camera.

8) Make use of handheld cameras. Knowing how to record a breaking news story or a short interview is one thing, but the ability to grasp technology allows you to disseminate it to the great masses. Think about what kind of news breaks on Twitter, and strive to post the next lead you get on the site.

9) Skip the boring questions. Quality inspires quality, bad questions bring you bad information while good questions give you interesting and insightful information. Make sure the people you speak with are thinking, feeling and reacting to what you say.

10) Use links and keywords to give legs to your press releases. The world of PR requires doing your homework on what topics the public is interested in hearing or reading about. This critical information can either break or make your blog and website, and perhaps even your whole business.

Along with these teachings, make sure your students know the most important skill of all: Listen to a press conference, webinar, podcast or a speech. A good PR agent must be capable of pulling just three sound bits from a 30-minute rant or a 5-minute presentation. Not only does excelling in this area allow you to thrive when networking or speaking publicly, but being able to summarize a complex presentation with a single punchy quote is a priceless these days.


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