Customer request

A myriad of constantly working information channels are trying to get customer's attention every single minute. It makes him to straight against this information attack. Successful PR-strategies today are not concentrated on storytelling, or product advantages, or company achievements. The main goal we are focusing is audience's interest. Only this interest leads us to concrete customer request.

audience - again

The biggest mistake that CEO may make, defining his audience for PR-tasks (and PR-budget), is idea that PR is only about media. Insofar as PR mean relationships (public relations) with numerous different people, we can not define PR to be only relationships with journalists, or just with investors, or only with the government and officials. PR - it's always contact with the audience that you need for strategic development.

Important: Your own history

It's extremely important to create, take care of and develop your history. It doesn't matter who are you now and whom you are working for - PR/AD agency, transnational company, own business or serving your one and only client. Fix everything. Especially numbers. Especially if they can tell everybody the story of your growth.
Let's have a look at two specialists. For instance manager A is huge educated person, famous among colleagues for his genius solutions and excellent writing/presenting/communication skills. He is always positive and all his tasks are prepared in time. Of course, he is popular. For the job. Inside the agency he work for. Because of all mentioned advantages he always is busy. So busy that he has no one single minute to fix the results of all his projects. He is always in process and never gets results.
Manager B is not so educated. Not so positive. Not so creative. Not so popular. But he fixes everything. He always takes approving document for every step he makes. Number of years spent in this agency. Number of sold (or just created) projects. Number of projects he was involved in. Nobody likes him - inside the area he is living now.
But time is very strange thing.

7 faces of the pr crystal: Target Audiences

Their majesties Target Audiences. People, most of whom  you'll never see, hear or ever call by name. What do you know about them? What do you know about their life? Can you imagine your product in their kitchen, or bath, or bedroom? Do you see your boss among the list of people who are interesting for your audience?
I can ask you a thousand more questions about your audience, but the main thing I'm trying to say is that you are to know your audience in every single communication. A letter you send, a phone-call you make, a banner you draw, an article you write - rise your eyes up and see the man who will read/see/hear it.

7 faces of the pr-crystal: Profession choice

1.    Profession choice. Please, don’t tell me you are unhappy to be in PR. The world is so large and free – try to find yourself somewhere else. Actually, the main reason of creative problems, that meets young specialists after 1-2 years of active work, is that the profession choice was made in wrong way. Why do they come to PR or AD? Cause it’s ‘cool’. Cause it promises full self-realization, eternity of creativity, clean like a tear and wide like Pacific.

7 faces of the pr-crystal

Two weeks ago I’ve made the master-class for MSU (MGU) students. The theme  was "Responsibility of pr-specialist." Could I put 10 years of journalism and public relations into 2 lecture hours? Ok, I did that.