Public relations is all about communicating with effectiveness in a sense that there is no doubt left. Public Relations Executive is the face of the organization for the public. They are the one who represent the core communication on behalf of the organization to the media and general public as a whole. While it may look like a typical 9-5 job, the professions demands a lot more than this.
Let's find out the basic rules and ethics of communication that a PR Executive should abide by-
1) Effective drafting skills - As a PR Executive, it is your sole responsibility to write an effective press release/statement copy for your organisation/client. Your press release or statement should be jargon free and easy to read and understand. At the same time, it should also contain all the necessary information and reason(s) as to why you are writing this and why will this interest media to cover your company/client in their esteemed publication/channel.
2) Be in sync with surroundings - A Public Relations Executive should always keep a tab on what is happening in the organization and should be in sync with their clients' as well. They should know what and when to pitch for their client. As a PR Executive, you should be able to analyse and grab an opportunity that comes your way. Never hesitate to put your best foot forward in order promote your client.
3) Build relationships - No Public Relations business can sustain without strong relationships. Sturdy and powerful relationship with media pays a long way. As a Publicist, you should know your journalist and their beat inside-out. You should know in which situation who to approach as per your clients' requirements. Also, keep yourself updated with the changes in publications for future references.
4) Keep crisis plan handy - In a business, crisis can appear any moment of the day. As a PR Manager, it is your responsibility to be ready to tackle any crisis that confront your client. For your clients, you should always have a plan ready in back. Look for the best but we prepared for the worst. Do not wait for the last minute call, be vigilant and prepared for the uncontrollable circumstances that may come your way.
5) Have an honest approach – Remember ‘Honesty is the best policy.’ Do not sugar-coat things, neither to your client nor to the journalist. Be straightforward for the pitch and communicate on-time, rather than keeping them hanging for the results. You may lose business sometime but your authenticity and intentions will never be questioned.
6) Be respectful - Do not assume for a journalist to be free for you all the time. Give them their space and follow up only when it gets extremely important. Do not nudge them every now-and-then. Your client is very important for you but at the same time it is vital to give journalists their time to revert back to you.
7) Don't go overboard – It is understood to give out necessary information to the media but do not go overboard with the information. Keep major details to yourself until unless you are asked to share it directly with media. Giving out all the information in one go might put your client in highlight even before something has happened. It is always advised to drop hints in order to understand media perspective.
The above mentioned points in nutshell explain the crucial job of a PR Executive. As a Publicist, it is your responsibility to be vigilant and keep your eyes & ears open to your surroundings, at the same time being extra-cautious with your communication job.