This is a guest post from Jordan Yob, an intern at Identity.
Legislative changes, industry trends and crisis situations can make or break a company’s image. With the world constantly changing, it is vital to deploy communication strategies that allow your company to prepare for the unknown. Many reputable companies have faced the brink of disaster due to an unforeseen crisis, and although the unknown can seem daunting, there is a simple solution — preparation. Preparing for unexpected changes in advance can make a stressful situation less taxing on a company’s reputation.
I’m very passionate about providing PR advice to students and recent grads to help them succeed during their careers. It’s part of the reason why I manage the Help a PR Pro Out Michigan Report and return to my alma mater, Central Michigan University, to speak to the PRSSA chapter whenever I’m available to do so.
I recently spoke at the annual CMU PRSSA Spring Conference, themed PR Highway. Rather than talking about social media trends or delivering a “how to” talk, I decided to focus on sharing the essential skills PR pros must have to succeed in this industry. The skills I discussed apply to a variety of career choices, because let’s face it, there is no “one size fits all” approach to PR anymore.
By its nature, a university is a hub of knowledge: High-level thinkers and academics make up the largest portion of employees. Professors bring a foundation of knowledge and practical expertise in a myriad of topics, from business ethics and bee-keeping to 17th century French fashion and astrophysics.
And they are not just dusty academics – they are artists, scientists, historians, inventors, musicians and writers – in short, experts in nearly everything under the sun. In my experience as a media coordinator for a university, leveraging university professors as expert media sources is critical to building awareness and distinguishing your academic programs.
We’ve all had it—a pitch that feels like a sure thing. A pitch that sounds so perfect, you’re certain that elusive USA Today reporter you’ve been trying to connect with for months will gobble it up.
Working with media is a large part of what PR professionals do on a daily basis. While that can mean creating and distributing press releases, pitching and following up with reporters and editors, it’s not uncommon that, due to our key relationships, reporters come to us needing expert sources to comment on breaking news, stories or trends.
For many clients, landing a spot on the front page of The New York Times or a segment on the “Today” show is the end-all be-all of public relations. But the truth is, the “ideal” placement—the one that will earn the customer the greatest amount of exposure, credibility and impact on business—varies dramatically depending on… Read more »