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The PR Journey

» Introduction
Starting a public relations campaign is just that, a start. Don’t think you’ve learned all there is to know in a couple of months. Also, beware of the well meaning PR know-it-alls. Set a direction and stick to it.
» Step 1
Now that you have experienced some success and have a basic sense of the inner workings of <a href=“”target=”_blank>media relations</a>, chances are you're about to fall prey to one or more myths. You see, a little knowledge can be a dangerous thing. Because you understand some of the basics of media relations, don't assume you are now a Media Ph.D. People tend to overlook the fact that this is a subtle business. In public relations, often what appears to be the obvious decision is the wrong decision. What makes it especially difficult is that everyone thinks that they know all there is to know about it. You will be given advice from your neighbors, co-workers, pastors, janitors, clients, patients, relatives - you name it.
» Step 2
When I was I journalist, I worked for one particular publisher who had a tendency to listen to, and take advice from, any and everyone he met. When he went to lunch, I used to pray that the elevator would be empty and that he'd go for drive-through fast food where no one would talk to him. If he spoke to a waitress, a salesperson, or a stranger in an elevator, he would invariably call me into his office and propose that we implement some revolutionary suggestions that he had been given. Never mind that nine times out of ten these changes were totally inappropriate, they were dynamic, new - revolutionary!
» Step 3
People love to give advice, whether they know what they're talking about or not. Remember, these people who tell you exactly how you should run your business have nothing at stake, which is why they can afford to make such definitive and authoritative pronouncements. So, when these know-it-alls give you advice, smile, listen, maybe even nod, but stay on course.

Copyright © Anthony Mora 2008

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