What makes a good PR?

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I always say we can gain a client today, and lose it tomorrow. This simply means a PR should be great at catching a new client but need to sustain, communicate and create publicity to keep most clients happy.

“You communicate, you communicate, and then you communicate some more. Consistency, simplicity and repetition is what it’s all about” says Jack Welch.

PR is all about using primary channels to communicate with current or future customers, show off your client’s services or products, and build relationships with media.

To understand PR, the simplest of terms is, PR is earned space whereas advertising is bought space. A PR would work a lot harder than advertisers, as we don’t pay for coverage, we pitch for coverage.

A great PR practitioner would use its skills to promote new brands, reviving an old brand, change the clients positioning in the market, create a name, building a good corporate reputation, establish a trend or market, build awareness, or even issues management.

In my opinion, any PR employee should be an extravert, willing to build friendships and work that extra hour if its means your client could be featured.

According to Laura Boon, “there are many different types of PR you can practise to develop and protect your brand’s public profile, from media relations, corporate social investment to internal communications”, it’s up to us to decided which tool best works and which area of PR we fit in to.

I believe what makes a good PR , is the ability and skills to use all types of PR to sustain, grow and put positive spotlights on our clients.