My tried & tested PR cocktail recipe for success

Bin the press release. This is what you really need.

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To the untrained eye. PR is just publicity, securing mentions in newspapers.

But PR is SO much more than that. It is everything you do in the public eye. But wherever you want to go or be featured, here are the ingredients you need to make your PR ambitions successful.

Ingredients

One part business goals: You need to know what your goals are. Are you trying to sell something? Raise awareness? Attract investment? Attract talent?

Before you set out on your PR path, you need to know which way you are going. If you are focused on getting sales and only using press coverage, this might turn into an ineffective method.

Step one: Write down your business goals.

One part values: Do you know what your brand's values stand for? More importantly, do you know what you DON’T stand for? Without these guidesticks, you might find yourself straying into the lands of publications or partnerships that don’t align with you.

Step two: Write down all the values that apply to you. Then whittle it down to the final five.