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Seven key tips for great PR

Writer's picture: Victoria  FaircloughVictoria Fairclough

With fifteen years working in communications under her belt, across a range of media, technology and advertising businesses both large and small, our Founding PR and Communications Consultant, Victoria Fairclough, shares her key lessons on working and thriving in the industry. Including, some top tips for business leaders and those looking to enter the industry.

1. Great PR professionals deliver incredible valuable to brands

Communications and Public Relations (PR) comes in all shapes and sizes - and the advent of social media continues to evolve how we interact with each other - for better or worse. PR is a way for companies, brands or people to proactively and reactively manage and protect their reputation. Good PR relies on positive relationships with journalists and other influencers - to shine the brightest light possible on a news story. It’s a nuanced skill with a high return-on-investment. In my, obviously biased opinion, while advertising can deliver an instant increase in sales, good PR can give a brand long-term credible value and desirability.

2. The best way to share messages is to be authentic

Clarity and thorough business knowledge are essential skills. As a communications professional you need to be able to understand the business and what it stands for - to be a credible and articulate spokesperson. To do this you need good relationships across the business so you can pull out all the key details and stay up to date with business news and challenges. You need to be able to understand the business inside-out so you can tell the story clearly and with authenticity.

3. The best way to produce great content on social media is to be bespoke

You need to be clear about your target audience - and ensure your content is relevant to them. There isn’t a one size fits all approach for social media. Tailor your content to be engaging and relevant to those you want to speak to - and ensure you’re using the appropriate channels to share that content. Also, offer some taster content for free - your audience needs to feel that you have a bigger purpose beyond just trying to take their money. It will also give them an accurate view of your product / service so they can build genuine brand affinity and feel confident that you’re offering what they need. It will also show that you stand for something that deserves their time, attention and money.

4. Communications mistakes business leaders should avoid

Not knowing or planning your message to the world. Ensure you’ve thought about what you’re going to say before you share anything externally – to ensure your message is clear, consistent and lands in the best way possible. If you’re not clear on what you’re saying, your potential customers won’t be clear on what you’re selling or why they should buy your product or service.

5. Good press interviews require preparation

Preparation is the key to a great press interview. Not only do you need to be clear on what you’re trying to achieve and what you want to say – you also need to consider all the questions that you don’t want to answer. You need to be strong on all aspects of the topic and to have practised your responses. Very few people deliver solid, clear and confident press interviews without preparation and practise.

6. Highlights of working in PR

Variety is the best part of working in PR and communications. You never know where a day, week or campaign might take you or who you might meet. For example, I’ve worked with film stars, models, Olympic gold medallists and some inspirational business leaders.

7. Advice to those looking to start a career in PR

Get as much as experience as you can - most PR agencies offer work experience so give it a try - and learn on the job. Also, make sure you understand the media landscape - newspapers, magazines, trade, specialist publications, social, online, TV etc - and the wider industry you’re working in e.g. fashion, music, food etc. You need to be able to evaluate all these elements and piece them together to decide what kind of news story is relevant and impactful for these publications and their audience. Be clear on your objectives for a campaign - and always understand your target audience.


Victoria Fairclough is a PR & Communications Consultant at Fair Communications. For more information, please visit: www.faircommunications.co.uk

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