The document provides an overview of public relations (PR) and what constitutes good PR strategies. It discusses how PR shapes perceptions of clients and aims to maintain a positive image. Good PR strategies focus on building brand support over time through steady communication, proactively generating ideas, and having measurable goals and results. They leverage existing relationships and focus on compelling stories rather than fame.

1. Crash
Course
In
PR
By:
Wayne
Chen
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

2. ¡ To
shape
and
maintain
the
image
of
a
company,
organization
or
individual
in
the
eyes
of
the
client’s
various
“publics”
¡ “Public”
is
anyone
who
has
ever
or
will
ever
form
an
opinion
about
the
client
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

3. ¡ Good
PR
is
telling
the
client
what
they
need
to
hear
instead
of
what
they
want
to
hear
¡ Best
PR
strategy
needs
the
support
from
the
good
product
and
service
they
discuss
§ Failure
will
harm
reputation
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

4. ¡ Good
PR
is
not
just
about
the
glorified
launch
¡ Good
PR
strategy
will
build
and
sustain
brand
support
¡ Incrementally
changing
consumer
behavior
and
opinion
over
steady
and
candid
communication
to
both
the
“Media”
and
“Consumers”
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

5. ¡ Good
PR
honors
the
client’s
customers
an
a
special
way
¡ Good
PR
strategy
enables
dynamic
communication
on
favorable
to
critical
feedbacks
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

6. ¡ Good
PR
is
proactive
with
idea
generation
and
proactive
approaches
¡ Good
PR
strategy
balances
the
“Need”
and
“Need
to”
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

7. © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡ Good
PR
leverages
pre-­‐
existing
relationships
with
influential
people
of
the
target
customer
or
media
¡ Good
PR
strategy
works
best
with
trusted
relationships
and
credibility
earned
over
years
of
effort

8. ¡ Good
PR
must
have
definition
of
success
and
measurable
results
¡ Good
PR
strategy
should
have
target
markets,
goals
and
reach
¡ Buzz
and
awareness
can
be
tracked
and
measured
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!

9. © 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!
¡ Good
PR
doesn’t
always
need
famous
names
to
get
published
¡ Good
PR
strategy
should
focus
on
relationships
and
a
good
story
¡ Compelling
and
exciting
story
that
is
of
interest
to
the
Media
and
the
consumers
will
always
get
published

10. Contact
information
¡ Wayne
Chen
¡ Wayne@PocketSquareMedia.co
¡ www.PocketSquareMedia.co
© 2012 -2013 Wayne Chen! Wayne @PocketSquareMedia.co!