- Positive press raises awareness, builds a strong
reputation and increases credibility in the marketplace
- Public exposure brings new business
opportunities
- Cost of sales declines over time as a result of PR
success
- PR positions individuals as industry experts and
companies as market leaders
- Announcing the availability of new products sets
the stage for sales
- When a company seeks new direction, PR can change
or reposition its public perception
- Proactive communication can prevent or diffuse a
potential crisis
- PR generates publicity that attracts, retains and
motivates employees, customers and partners
- Integrated PR improves the ROI and effectiveness
of advertising or direct mail campaigns
- Have a plan with an objective — even if it is just an informal meeting
- Be honest — if you don't know, or can't disclose certain information, it is OK to say so.
- Speak the language of your people
- Know who your people are
- Treat everything as "on the record" — even if someone tells you otherwise
- Shorter is usually better
- Sooner rather than later
- Less can be a lot more, and more can sometimes be trouble
- Respect your customer's wishes when giving examples
- It pays to be patient
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