For more than 20 years, I’ve helped companies get noticed, build trust and grow authentically. There are five universal tenets of good PR — frankly, just good business — I advise all my clients:
Keep it Simple
We tend to complicate things (maybe it’s just me?), however, it is always a good idea to keep it simple. When planning your public relations, focus on a few strategies and tactics to effectively achieve organizational objectives. When communicating, use clear, consistent messaging across all channels.
Know Your Purpose
You don’t need to be all things to all people. Public relations strategies and tactics should be tailored to a specific audience, for a specific purpose.
Be Transparent
Trust is the foundation of relationships. Once it has been broken, it can be very difficult to rebuild. Keep all communication – both internally and externally – genuine, transparent and true to your values. Your authenticity will foster not only trust, but loyalty among your customers, employees and community.
“Seek first to understand, then to be understood.”
stephen covey, author of the 7 Habits of highly effective people
Listen More Than You Speak
As author Stephen Covey said, “Seek first to understand, then to be understood.” A well-conducted survey, forum or interview can provide valuable insight into what is important to your publics and the common issues they face. Arming yourself with this knowledge will better position you to operate and communicate effectively.
Give More Than You Take
The gold standard of public relations practice is to establish mutually-beneficial relationships between an organization and its publics. When a company genuinely cares about its customers, employees and community, people take notice. When planning, think about ways you can serve your publics, without expecting anything in return. When communicating, stick with the 80/20 rule — offering 80% value and insight, and no more than a 20% ask.
Tell me: Is there anything you would add?
Kimberly Albert is a passionate and experienced public relations consultant based in Alexandria, Minn. Her work on behalf of clients – ranging from Fortune 500 to small businesses – has won numerous awards, including a PRSA Silver Anvil of Excellence and SABRE Award by Holmes Report. Kimberly earned a master’s degree from the University of Minnesota Hubbard School of Journalism and Mass Communication, a bachelor’s degree from the 3M Center for Business Innovation at St. Catherine University and an Accreditation in Public Relations from the Public Relations Society of America.
