The media and public relations field is constantly evolving to meet the demands of the modern digital world. However, there are some basic principles of PR that have held true over the years, regardless of how much communications channels and technology have changed.
As agency professionals, the members of Forbes Agency Council have learned their fair share of lessons about the industry, and some of the best ones have come from experienced mentors. We asked a group of them to share the most important thing a mentor has taught them about PR and media strategy, and why that advice has held up throughout their careers. Here is what they said:
Members discuss some crucial advice they got from mentors.
Photos courtesy of the individual members
1. Learn How To Brand And Speak About Yourself
PR and media strategy aren’t spectator sports. You’ve got to know how to brand and speak about yourself on the appropriate media channels before you can effectively do it for someone else. – Anas Ghazi, Kantar
2. It’s All About The ‘Three Ms’
PR and media are just pieces of marketing strategy. Marketing strategy is fundamentally about getting the three Ms right. First is market: Talk to the right audience. If you talk to the wrong audience, it will not matter if you get the other two Ms right—you will fail. Second is message: Tell them what they need to know to move them toward accomplishing their goals and your goals. Delivering a wrong message will result in loss of time, energy and money. Third is media: Use the right channels to communicate. If your market is right and your message is perfect, but you pick a wrong channel to communicate, your campaign is dead. – Sasha Berson, Comrade Web Agency
3. Reputation Is Everything
Keep it real, fact-check and cite your sources. You only have one reputation to build or destroy. – Andrew Oziemblo, ChicagoSEOGeeks.com
Read more in Why Great Customer Service Is Key To A Positive Brand Reputation
4. Aim To Be Seen As An Expert
Media and PR are opportunities to build brands, both your own personal brand and that of the business. Doing so through thought leadership content that is meaningful for small or large audiences gives the opportunity to be recognized as an expert. In the service industry in particular, being seen as the expert is the most important element to achieve success. – Luigi Matrone, eBusiness Institute
5. Stay Curious
Nurture your curiosity. If you are curious, your ideas will likely inspire the same, forming the basis for a great conversation. That’s where it all begins. – Caroline Venza, Mission Control Communications (mc²)
