Some Simple PR Advice
The Daily Telegraph (a leading British newspaper) recently published a list of the top company PR blunders which makes for quite an entertaining read. Clearly inspired by the recent fiasco at Heathrow’s Terminal 5, the article includes a fantastic example of when a single executive can create havoc through bad publicity.
Formerly head of Ratners, one of the biggest high street jewellers in the UK, Gerald Ratner once famously criticised his own products during a speech at the Institute of Directors. It was picked up by all the major newspapers in the UK who either took his quote out of context, or quoted him as saying all his products were “total crap”. I believe one tabloid’s headline was actually “crapners”! This essentially rocked his business, costing it over £500m (yes roughly $1bn) and of course his job.
I don’t want to copy any of the article’s excellent examples and steel the thunder of a nice bit of writing, so head over the the Telegraph to read the full article. But for a simple bit of very good PR advice, follow the words of an old boss of mine:
if you aren’t happy seeing what you’ve said on the front page of a newspaper, then don’t say it.
Very nice advice too if you ask me.
Tag:Public Relations
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21 Responses to “Some Simple PR Advice”
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I read elsewhere recently that the best way to do PR is to develop relationships with journalists yourself, in-house. That, plus using a press-release service, seems a good way to go.
One slip of the tongue or the keyboard can really make a mess for you these days. When it comes to online business I think that many take for granted how valuable a reputation can be. People want to buy products from businesses they trust and if you say something that tarnishes your image it can be costly.
I don’t necessarily agree the best way to do PR is all by yourself, but if you don’t have very much money, you can certainly try. You will probably do an OK job at first, but a PR professional will bring a lot to the table and really help you to make an impact.
At the most basic level, a pro will bring a good understanding of the media landscape, an understanding of what makes a good story, the knowledge of when and how to pitch stories to journalists and of course exceptional media contacts. If you can afford to employ a professional and you brief them well, you will probably never look back.
Managing a reputation online is essential in this day and age, but often very difficult, especially with all the blogs and social media activity at the moment. Keep youro keyboard well under control..
Great advice!
nobody does cock-up’s like us brits, take comfort in that!
Nice Quote!!!
Great advice and true enough!
damn good quote, but dong a PR job either by yourself or with someone’s help is like juggling a double-edged sword. things can go either way.
very good quote
well done like you guys r reading my thoughts with this last one
Very nice quote. I have already read that the best way to do PR is to develop relationships with journalists, in-house. And also using a press-release service, seems a good way to go. Its a great advice too.
I think its too expensive for large companies to have their top guys without some good PR background.
Guess its time PR became a prerequisite for top jobs.
Regards:
Martin
Online marketing articles
Thanks! Post was Good!
Heya….I have been a avid reader of your site and i must say like all other posts this too was awesome…Keep it Up
Great Blog entry and extremely interesting.Do you accept donations?
This is one great entry, the title caught my attention so i kept on reading. I’ll subscribe soon.
Thanks for the advices. Most of us know that but many of us forget to do as they think.
I learn something about PR today. Thank you
I have learned a lot about PR thanks a lot.
I am familiar with Signet and had no idea it was Ratner’s renamed. And I am not sure how Terminal 5 is going to make the needed changes. It seems as if all they do only intensifies the existing problems.
Thanks for the post. What do you all think of the future of blogging? I have been reading a lot about google’s attempt to gain preferential treatment for its site from internet providers. This will result in their sites being faster than sites owned by individuals and/or smaller comapnies. It’s my beleif that if google is able to succeed there will be far less websites out there and therefore far less blogging.
Most importantly (i think) is for Pr professionals to present a full story to bloggers who, like you said, have little time or resources to spend on developing a very intricate story. Show them how you want the story to look start to finish and you will likely get what you asked for. Do the work for them!!