public relations

Want people to believe you? Stop talking.


Start listening. Start partnering. Let some ideas and information come from other sources – sources people trust. They may not sound like you, and that’s good. Don’t prepare for battle; create ideas and partnerships that end the war, or reduce it to a skirmish.


Public relations should not just be about publicity; it’s about credibility, trust and exposure. Whether it’s positioning your organization or winning approval of an issue, media hits and allies are not the end point; they are the means to an end. It’s about changing the frame of reference – the implicit assumption buried in a reporter’s explanations, the bias driving stakeholders, or the storyline that has never served you well.


PR isn’t just about sounding good. People are too smart for that. It’s about being good.


Free Tools You Can Use Now
tool The Message Wheel (Word DOC)
tool How to hold a press conference (PDF)