Do results from media relations seem random? They shouldn’t be

A common experience that new people doing media relations find is that success seems random. They churn out press releases and ring up lots of journalists. But some stories work and most don’t – and it’s not clear why. Media relations, when done correctly, actually delivers pretty predictable and reliable results. But it requires a few …

How to structure a press release properly

THE CONVENTIONAL way a news story is written is using a structure called the “inverted pyramid”. This is also how effective press releases are written. So what is this upside-down pyramid? Well, it just means that the weighty, most important information is at the top, and the lighter, less important facts are underneath. It allows the …

We have a media relations skills shortage

YOU’D THINK that media relations is so old now that highly skilled media relations practitioners would be easy to hire. Yet we actually have a significant skills shortage. The PR industry is “losing sight of junior people [who] understand traditional media,” Graham Goodkind of Frank PR told a PRMoment event on Tuesday. Instead, too many people …

Companies fail to reinvent themselves quickly enough. What can PR people do about this?

In the mid-1990s, the British computer manufacturer, Acorn Group, stumbled in the marketplace. Its subsidiary ARM, which made processors (the brains) for all manner of electronic devices, was increasingly successful. But the group’s core business of making PCs was in terminal decline. The firm remained committed to developing new computers that did not run industry-standard …

Crisis communication is more demanding than ever and managements struggle to deal with it

CRISIS COMMUNICATIONS has become more demanding, more intense and requires a faster response than ever before – yet organisations can struggle to understand this. That’s a view backed up by the book Effective Crisis Management. Its authors, Mike Seymour and Simon Moore, say: Your crisis [actually taking place] is more likely now that the world is more demanding about what …