There are perhaps hundreds of articles online that tell you the finer points of public relations and enumerate the industry's best practices, but time changes everything and your much-vaunted PR strategy built on these finer points and best practices tend to crumble when you least expect it. Oh, sure, there are constants–timeless public relations best practices–and they are the focus of this article.
Know Your Source. Or in the case of public relations, your clients. The more you know about your clients, the people who run them, and the products or services they are selling, the better your chances of representing them in traditional and new media.
Know Your Business. You have no business in public relations if you don't know what it is all about. It's not just about sending out press releases to newspapers and other media outlets, it's more than that. Public relations is probably more about building relationships with media and their market, the public, and maintaining your client's good image than merely issuing press statements left and right.
Know Your Audience. Knowing your audience also means you should know those people behind the means to reach your market. Building a good, strong rapport with newspaper editors and media managers is the key to reaching out and touching your audience. Of course it also pays to know what's relevant news to media and the public to come up with an effective PR strategy.
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