A Public Relations Primer
Leah Swearingen, APR

Libraries, colleges and bookstores abound with resource materials about public relations. For an overview of public relations basics, the following 10 points can serve as a quick guide.

1) Focus on the Fundamentals

Public relations is all actions and activities that build mutually beneficial relationships with target publics. Target publics are those groups that have a stake in your organization and can impact its success. This may include employees, clients, shareholders, colleagues, industry groups and the media. Your PR program will stay on track if you focus on these fundamentals.

2) Define Your Key Messages

Develop audience-specific messages. Emphasize benefits. Differentiate your company and services from the rest of the pack. Include a company tag line and "elevator speech" for the leadership team.

3) Start With Your Employees

Engage every employee as a top advocate of your company. Invest in training if necessary.

4) Improve Your Points of Contact

Make a phenomenal impression at every place your clients make contact with your company.

5) Get and Stay on the Radar Screen

Be visible, build and maintain awareness, establish credibility.

6) Develop Strategies that are Audience-Driven

Focus on what will benefit and/or interest the specific audience.

7) Promote to Your Base First

Focus activities on your existing clients and "golden rolodex." Expand from there.

8) The Power of Publicity

Get "ink" about your company's expertise and leadership. Visibility and familiarity build credibility and attract clients.

9) Consider Cross Promotion

Double your resources and reach.

10) Remember: Public Relations is Not a One-Night Stand

Managing and building relationships is an on-going process. Public relations is too important to do on an inconsistent or random basis.