How many of you watch television news daily? Listen to news radio as you commute? Read your local daily newspaper? Or the Wall Street Journal?

Have you ever wondered how the stories on people and companies got there? About 75 percent are planted by public relations people. That’s public relations at work, getting companies such as yours exposure by strategically designing what you have to talk about in either a newsworthy or public service fashion. In fact, at my office, we often say that nearly everyone can become famous overnight.

Keep this in mind as you contemplate and prioritize the possibilities. And, to borrow a phrase from one motivational speaker, “plan your work, then work your plan.”

Now that you’ve determined what you are going to do, who is going to do it?

Some of the most effective early-stage public relations campaigns have been handled by the president’s assistant. He or she is someone who knows the company, its customers and goals, and has regular access to you. And, if that person is also articulate and writes well, it is logical for some public relations activities to be added to his or her job description. In fact, this may be the only way a new business can afford a public relations effort early on. However, it is important to realize that with limited staff available only part time for communications tasks, the targeted outlets and anticipated outcome must be minimized.

Implementing a public relations campaign requires an extraordinary amount of time. Gear your expectations accordingly. And, in a situation such as the above, prioritization is particularly critical.

Then too, assuming the president’s assistant has no professional public relations background, he or she will need to acquire some media “savvy.” This includes:

• Developing a broad-based knowledge of business hot topics;

• Framing a story in terms of the trend it represents;

• Understanding both the targeted outlet and your market;

• Knowing how to pitch the piece several different ways;

• Offering exclusives;

• Being aware of conflicts;

• Persevering, even after several rejections, while accepting “no” gracefully;

• Following UPI style and double checking facts, phone numbers, etc.;

• Knowing what is and what is not generally accepted practice;

• Following through on commitments in a timely fashion;

• Establishing a reputation for credibility and honesty.

My close colleague, Devon Blaine, is the CEO of the Blaine Group, an award-winning total communications agency with a broad range of services and a master rolodex. I want to share some of her expertise in these pages. Check out www.blainegroupinc.com.

Next entry: PR 102: How to do your own PR for entrepreneurial companies by Devon Blaine; see http://tinyurl.com/yebe7od 

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