What is "Good" PR?
1: Good PR is telling the client what they need to hear instead of what they want to hear. Good PR recognizes that the best “PR strategy” needs to be followed-up with the client’s good products/services or else it’s all a vain.
2: Good PR is not just about the over-glorified launch. Good PR helps build and sustain a groundswell of brand support — incrementally changing consumer behaviors via a steady stream of relevant and candid communication to both “media” and “consumers.”
3: Good PR celebrates the client’s customers in an inclusive, non-exploitive way. And, good PR welcomes the input of “neutrals” and especially “critics,” and adapts strategy accordingly.
4: Good PR is proactive in idea generation and responsive in a crisis. Good PR finds the balance.
5: Good PR is measurable. (And yet also hard to measure, since most clients want to measure different things.)
6: Good PR leverages pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.
7: Good PR doesn’t need to know anyone in particular in the media. Even though such relationships can come in handy, good PR almost always “gets ink” because a good story has been well-told to the right people.