Public Relations

Ask 10 public relations professionals what the definition of PR is, and you'll likely get 10 different answers. The one I use most often is the definition from the Public Relations Society of America: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

The challenge is that the process referred to above has changed significantly over the past decades. That’s why I am a fan of the PESO model of public relations. The PESO model takes the four media types—paid, earned, shared and owned—and merges them together to create an integrated plan. This approach helps establish authority and positions you or your organization a thought leader, which can take you and your company to the next level.

While the definition and models of public relations may have changed over the years, my approach to public relations has not.

First, I start by asking questions: probably more than you’d expect. This is important because the more I understand your business, the more effective my plan will be.

Then, I develop a plan, including identifying and prioritizing audiences, developing key messages (overarching and audience specific), and determine the most effective PESO mix.

Once that’s complete, I create the content identified in the plan. Whether it’s social media content, press releases, case studies, media pitches, blog content, I’m on it. If you need something I can’t produce (like graphic design), I’ll turn to one of my trusted partners.

Finally, we listen and adjust. Are our messages getting through? Do our target audiences understand what we are saying? Is our call to action clear? Are people doing the thing we want them to do? If no, why not? Quite simply, I gather data so we can we adjust what isn’t working and amplify what is.

The beauty of this approach is that it doesn’t end here. Rather, I take what we’ve learned and use it to improve the plan. It is a continuous improvement process of the public relations kind. And something not all PR practitioners do.