The best PR ever…ten easy rules to begin 2009.

It’s that time again…to reflect, renew, and commit. However, there is a different feel to those New Year resolutions this time around. Your staffs are smaller…the budgets are lean…and job security isn’t all that secure. There is a real sense of wanting to shake off the residue of all the negatives of 2008 and get on with tackling the PR challenges of a new January with a fresh attitude and a renewed commitment to one, doing the best job possible in securing positive coverage for your organization or clients…and two (if one doesn’t already insure it), having that job at the end of 2009.

But let’s keep it simple. Ten basic PR rules in working with the media…reporters, editors, producers, and bloggers that I’ve used over the years and that we’ve tried to follow at INK inc. Nothing fancy…and none that good common sense wouldn’t dictate if we all could possess such, all the time…

1. Know your media and your pitch…and make sure the two are compatible before you ever make a move.
2. Stick to news and not puffery...and news means "new" and "immediate" not yesterday or last month.  Don't try to sell the media...inform.
3. Notice to CEO's... yes, my fellow control freaks... you are no longer in control.  This isn't a negotiation for press coverage... it's a plea.
4. Yes, it is a symbiotic relationship (business and the press).  Ok, I was kidding... you need them more than they need you. 
5. Save a tree (it's in this year) and stop writing all the press releases. Save those releases for what's really important and news worthy (see number two).
6. Avoid industry jargon and acronyms... don't assume a reporter knows or even cares that deeply about your industry.  Keep it short, simple and interesting.
7. Your word alone doesn't count alone... cite verifiable third-party experts and statistics.
8. The reporter/producer is not your foil or your buddy... If you say it, expect to see it.
9. Be sensitive to cost and convenience and know and respect deadlines... the media's.  Their budgets and staffs have shrunk maybe more than yours.
10. Keep your promises... and follow up and follow up again as needed... then step away and let them do their job.

Lastly...they'll always be exceptions...Ok, that's the eleventh rule.