Category Archives: Public Relations

Started as an American phenomenon during the late 20th century, public relations is the strategic practice of disseminating information to the public to build a connection, engage them and influence their attitude and perception.

Standing as a cornerstone in the society, public relations is now an emerging profession, with professionalism an important goal for all who work in the field.

However, to achieve success in the modern world of PR, there are certain essential characteristics that PR practitioners must possess to fight adversity, capitalize on opportunities, maintain a positive image and build strategy.

Let’s take a look at some of these must-have qualities:



Faint-hearted ones or those who are timid should actually stay away from this profession. PR experts from today’s generation need to develop the ability to withstand personal and brand criticism and not be easily offended. Developing resilience is a key characteristic of a PR pro.


A good PR practitioner does his homework and has a healthy skepticism. He checks and double-checks facts and veracity of any statement and makes sure that it can be properly sourced.

Attention to Detail

Digital communication has placed brands on the slide and under the microscope requiring meticulous review and careful planning of all communication to media and the community. A tiny error can be magnified by 1,000 times and can shift the tides of positive to negative sentiments.



To say in today’s society that consumers are inundated with content and journalists receive a deluge of pitches daily is a radical understatement. Often, what tends to resonate best is creativity born out of ideas outside the norm. Learn to be creative.


It is about putting the best light on a situation, helping to portray issues, companies, organizations, in a positive way. It does not mean lying (if you have to lie, it’s probably not a very good product). A good PR person helps a client and tells the truth even when it is not so pleasant.


A good PR person should ahve the power to engage with the world and keeps up with the news, current events and trends and developments within the ‘industry’. That means understanding social media and its implications. The PR practitioner’s job is to bring the outside in as well

as the inside out.

Relationship Builder

Relationship Builder


In PR, relationships are everything. The profession’s core is the ability to build rapport and bridge communication chasms through quality conversations that build strong relationships.


Public relations practitioners are often presented with complex subject matters. Their job is to drill down and develop simple key messages and sound bites that target audiences can comprehend.


In the public relations profession, the PR practitioner is a bit like a circus juggler, he has to manage multiple deadlines. His work is frequently time-sensitive, so being well-organized is essential to delivering needed materials on time, every time.


Sometimes ‘no’ means ‘not now’. Knowing the difference between these meanings helps



A public relations practitioner is often privy to inside information about customers’ businesses. Clients know they can share confidential information about upcoming lay-offs, new programs and even gripes about their job, because it is safe with them.

Some Patterns of Behavior Adopted by Professional Practitioners

  • The communication technician typically implements program tactics determined by others and does not play an active role in strategic planning.


  • The expert prescriber acts as the authority on all public relations matters while the client or employer assumes a passive role. The expert prescriber defines problems, selects solutions, implements programs, and assesses impact with little input from the client.


  • The communication facilitator maintains two–way communication and facilitates discussion. Working under the assumption that the more information both sides of the relationship have about each other, communication facilitators work to remove barriers and keep communication channels open until decisions are made.


  • The problem–solving facilitator, collaborates with other managers to define and solve problems. Practitioners working in this role work with others in the organization to apply to public relations the same step–by–step management process that is used in other parts of the organization

Do you think you could make an excellent professional PR practitioner?

Despite the fact that Covid-19 has drastically transformed the world, business can still continue and public relations can still rise from ashes. If you want to learn some new PR models and techniques, check out this article.

Optimize and Work on Your Digital Spaces

Internet, Cyber, Network, Finger, Touchscreen, Business

Whether it concerns blogs, websites or any third-party sites, the Covid-19 lockdown provides the right time and opportunity to refine and improve SEO and marketing strategies to increase and boost the visibility of your online content. Old information can be updated and you can look for new ways to improve your SEO performance.

Using keywords and links is one of the most crucial factors for search engines but you can also employ SEO brands such as Yeah! Local. It’s a company that will look at your websites’ or blogs’ SEO, will give suggestions for improvement and will then provide regular updates on your brand’s performance.

Focus On Backburner Projects

Office, Startup, Business, Home Office

It often happens that PR organizations place some projects on the back burner. However, now is the perfect time to take out these projects and to start working on them. These projects could consist of updating a brand messaging, creating a new website, publishing a new blog, creating a video or posting a picture. As simple as these tasks can be, they still require your full attention.

Think Properly About How to Tell the Story

Women, Teamwork, Team, Business

The epidemic has resulted in heightened fears all over the world and the level of pessimism has increased too. So, before PR experts hit “send” on any marketing emails and click “post” on any social media platforms, they need to think about whether people would consider them to be profiting from the worldwide crisis.

Increase the Creativity

Innovation, Business, Businessman, Information

Before the Covid-19 crisis, many PR campaigns used creativity and innovation and brought PR strategies to another level. For instance, Paramount Pictures used a PR strategy to promote the horror movie series, The Ring and arrange for a publicity stunt to scare people in a real-life scenario. It is said that the video received more than 10 million views on Facebook.

The Covid-19 crisis may not allow PR organizations to arrange for such publicity stunts, but there is still some place for such creative and innovative online methods to engage and appeal to the audience. For example, after the tragic Paris shooting in 2015, Facebook added a France flag filter where users all over the world could apply this filter to their profile pictures to show their support for France and all those who died in the incident. This is an example of a simple, cost-effective and unique PR strategy.

Think About the Long-Term and Use Online Platforms

Google, Www, Online Search, Search, Web Page

Many PR organizations have been discouraged and affected by the pandemic. As per a research study conducted by the PR Cavalry and Intuit Research, “50 % of PR freelancers have lost at least 60 % of their income while 33% PR workers have seen their incomes decreased by 80 %.” Fear is taking control of the PR sector and many organizations are reducing their budgets, decreasing the number of workers or closing offices.

However, if one looks back in time, history shows that many of the prominent brands have begun and flourished during hard times, such as Airbnb, Dropbox and Square. Hence, these serve as an example to PR companies and practitioners to promote their brand values and strengthen community relations.

“Remember Yesterday, Dream About Tomorrow, but Live Today.”

Handshake, Hands, Laptop

During this crisis, the above line is less of a quote and can be considered more as a PR strategy.

  • Remember yesterday: There are many projects such as a product launch or a new program that were placed on the back burner. However, it is also essential to remember these past projects and create contingency PR plans.
  • Live today: Crisis communications states that one should always move and respond quickly. Similarly, it is essential always to be connected with your clients during this crisis, whether through online communications.
  • And remember: an absence of communication can result in your audience having ambiguities to understand certain things about the brand or product. A lack of proper and immediate communications can also lead to failures.
  • Dream about tomorrow: PR practitioners must also think about what will happen after the crisis is over. It is also essential to think about the future plans and projects as your competitors will still remain your competitors, but the battle will be more challenging compared to before as said by the rule of the jungle, only the strong can survive. Hence, PR experts can start creating future PR strategies and tactics.

Add the Human Touch

Social Media Icon Hand Keep Present

According to a study, 70 % of online customers claimed that they trust the opinions of influencers. For example, many people rely on cultural icons to navigate through online platforms during the pandemic. A great example is how in South Korea, even during the pandemic, the K-pop industry has used the K-pop idols as leading influencers for perfecting their PR campaigns.

Always Monitor the News Cycles Closely

Hand, Type, Keyboard, Money, Finance, Business

It is not really a good idea for a PR organization to create messages without monitoring recent news. Thus, it is critical for PR practitioners to stay updated about current news and to always be active on social media platforms. By incorporating social listening, the public relations sector will be able to create impactful stories and pitches.

Show Support for the Community

Hands, Team, United, Together, People, Unity

How many people are homeless or dying out of starvation during the pandemic?

During these tough times, one way to promote your company and at the same time do something good for the community is by providing help and support to the needy of the society.

What do you think about these PR strategies? If you have some other ideas, why don’t you share them with us in the comment section below?

The importance of public relations can be seen in Google’s Fight Ebola Campaign, where following the outbreak of the Ebola virus in 2014, a strategy implemented by the public relations was able to attract the media’s attention and raise $7.5 million as donation to the people in need.

Public relations strategies – whether to promote a brand or to raise donations for an affected community, have always managed to engage and inform audiences. However, what about the pandemic? With the escalating number of Covid-19 cases, people are panicking and their focus is no longer on business developments. As a result, it is evident that PR strategies cannot continue as usual and instead, the public relations sector has to adopt new models and techniques.

Work From Home

Student, Typing, Keyboard, Text, Startup

Even though the objective of the public relations sector in the lockdown scenario is to sustain brand communication strategies, PR practitioners should be sensible and work from home only. The reason is not only to keep all the employees safe but also to keep the company’s name out of headlines as a probable cause of the coronavirus spread. For example, no company would want to bear the responsibility of spreading the virus as did Biogen, an American multinational biotechnology company that held a conference in a hotel and was consequently blamed for the spread of the virus in eastern Massachusetts.

But even at home, PR professionals are recommended to work 24/7 so as to maintain the stability and come up with creative and innovative ideas and strategies to bring the company in the limelight even in this lockdown scenario.

Stop All Non-Essential Conferences and Launches

Meeting, Addis Ababa, Ethiopia, Hall, Conference

Without a doubt, it can be said that press releases and launches are key elements in public relations. However, with the pandemic and the number of rising Covid-19 cases, there is absolutely no time for any latest announcement.

The reality is that now people are focusing more on the current situation rather than company news or new brands. Therefore, a smart move will be to cease all press releases and product launches until things start to go back as usual.

Focus On Online Services

Online Marketing, Internet Marketing

Digital PR is the future of public relations.

It is obvious that during the coronavirus pandemic, with movie theatres, pubs and restaurants closed, people are stuck at home and hence have been spending more and more time online. Even though in-person events and conferences are out of bounds at the moment, the public relations sectors can still make the best use of this situation. Now, the question that arises is how.

First, PR practitioners can start searching for ways to use the online world to support and promote PR strategies. For example, one can create webinars. As the name suggests, it is a blend of web and seminar. In layman’s terms, a webinar refers to an event that is organized virtually and is attended by an online audience. The interactive feature of webinars allows a presenter to reach a large and heterogeneous audience from all over the world. The speaker can share PowerPoint presentations, web pages and videos and the participants can also share audio, documents and even engage in online discussions.

Moreover, regular videos can be made and then posted on different new media platforms.

Make Full Use of the Social Media

Phone, Display, Apps, Applications, Screen

Needless to say that during the lockdown, social media has gained much popularity and has become the most crucial tool of information for the general public. As a result, public relations can use different social media platforms like Facebook, Instagram, Twitter and much more to build and maintain people’s trust in the organizations.

For instance, it is important to make sure that all of your information on social media is up to date.

Next, you can search for interesting methods on how to spice up your social profiles and feeds. For example, experts recommend the use of visuals. As images can speak louder than words, similarly, visuals can set the perfect tone and enhance the image of a brand or a company. Some of these ideas are:

  • Color palette – It is believed that color is more than just a visual aid and is crucial for branding and marketing. Colors can convey emotions, feelings and can capture attention of people.
  • Logo: No one can forget the logo of McDonald’s. Hence, a logo should not be taken lightly and instead should be used as an avatar on social media platforms.

Public Relations is an integral part of today’s society and if you want to learn more about the new PR strategies, don’t forget to come back for part 2.


Follow us