Sie leiten ein PR-Projekt. Welche Schlüsselqualitäten benötigen Sie, um den Erfolg zu sichern?

Para liderar um projeto de RP é necessário, estou falando aqui do ponto de vista de agência de comunicação - RPMA - , primeiramente uma reunião com o cliente para entendimento dos desafios e objetivos. Um bom briefing é essencial para esclarecimento de todas as dúvidas. Entendo ainda que é importante não basta ter só um olhar para o cliente , mas também para mercado e concorrentes.. Próximo step é desenhar a estratégia de comunicação 360 graus, mesmo que você só seja responsável só por comunicação externa... Entenda que todos os canais e ferramentas de comunicação devem estar no planejamento para garantir que as mensagens sejam únicas e assertivas para cada público. Aqui só um step inicial e um norte para dar início ao projeto.

To ensure project success, it's crucial to anticipate potential obstacles and develop contingency plans. Identify possible risks, assess their likelihood and impact, and create alternative courses of action. This proactive approach enables swift mitigation of obstacles, minimizing delays and ensuring project continuity. Alternate plans may include: - Identifying backup resources or vendors - Developing flexible timelines and milestones - Establishing communication protocols for stakeholder notification - Creating risk management teams for swift response By anticipating and preparing for obstacles, you can reduce their impact and ensure project resilience, ultimately leading to successful completion and achievement of goals.

A few thoughts / musings. Marketing, communications and public relations are often used interchangeably. There are obviously, differences. Based on the definition here, I will point out one key differentiator is whether you are asked to be proactive vs reactive. Being proactive is, at least in my mind, about the story and knowing your audience. Develop your story and craft its arch so that it is meaningful for the audience. One great thing about all the digital channels we have now, is that you can test and learn around your messages.

Always align PR goals with the overall business objectives, ensuring that every move supports the brand. Be proactive in identifying potential issues and ready with a response plan to handle any PR crises. It's equally important to build and maintain strong relationships with the media, influencers and partners to amplify the campaign's reach. Lead the team effectively and ensure collaboration between different departments to meet goals. Always stay flexible, be ready to adjust strategies when new challenges or opportunities arise.

As the team lead, you’ve got to set out your vision clearly in a way that every team member can key into it. Remember, this doesn’t have to be cast in stone, get ready to make adjustments where necessary. This direction is necessary to propel your team members to align with your vision. Map out a comprehensive plan that covers the duration of the entire project and be ready to make changes as the project demands.

This cannot be overemphasized. You need to ensure regular dissemination of updates to everyone involved in the project. This includes your team, the stakeholders and the general public( where necessary) Depending on your plan and objectives, there are number of platforms you can deploy to achieve this. This includes the traditional media(TV, Radio and Newspaper) and the social media. This way everyone can keep track of the success and failures and adapt accordingly.

Clear Objectives, Define the goals and outcomes & Ensure everyone involved understands these objectives. Know Your Audience, Tailor your messages to resonate with their needs, interests, and values. Ensure that all communication is consistent across all channels. This helps to reinforce your message and build trust. Craft a narrative that is engaging, relevant, and aligned with your brand’s voice. A compelling story can make your message more memorable and impactful. Share information at the right time. Be transparent about your intentions and actions. Build and maintain strong relationships with media professionals. Be prepared with a plan to address any potential issues or crises.

As the lead on a pr project, exceptional communication is necessary for success. This includes communication within the team: making sure that everyone understands the big vision, the core goals, the tactics to meet those goals, and each person's role. The project lead needs to also communicate swiftly and clearly with key stakeholders, bringing to light not only progress but any potential roadblocks that may need addressing. Making sure that the team and key stakeholders are mutually aware of feedback and needs is crucial to this step. Finally, the project lead needs to set timelines for key publics (including media) to receive clear, compelling information about the project in order to amplify any messaging or calls to action.

You need to be a good listener,take appropriate actions to the problems and effectively Communicate the solutions to the problems.With solution oriented approach leads to the successful completion of projects .

One thing I have found helpful is recognizing that the biggest issue with communication is assuming it has occurred. Listen, learn and follow through in communication. Craft your response and get the message across your team members to be certain that all are conveying the same message.

How to Build Relationships with the Media: • Networking at events where media professionals are present like NABJ. • Engaging with journalists on LinkedIn and Twitter. • Being persistent but not intrusive in your follow-ups. and be nice; they’re people too just trying to do their job!

Failing to understand the importance of media relations is the number one reason of failure for most PR campaigns. Don’t delegate this or rely on junior team members. Invest in these relationships like you would any other key stakeholder. Not every pitch is going to work for every reporter, even if they are a friendly. It’s a relationship, not a transaction.

A good pitch gives you the key: but a track record of trust and dependability is what unlocks a great story. As a network news producer who transitioned to pediatric cancer PR, I found providing a solid news peg, supplemented by a well-researched pitch and unique, engaging characters is what sold the story. Correspondents and producers also remember who consistently comes through for them, including pitch and news release accuracy, your responsiveness and being available, including off hours, to provide x, y & z on deadline. Story angles come & go- it’s your energy, integrity & knowledge that’ll make you memorable to media- and help you consistently place content in top-tier outlets.

There can’t be any success in a PR campaign, if all stakeholders are not taken into account and all voices given a space to express their concerns, pains, success stories, and aspirations. Only true communication can stem from meaningful human connections and relationships are established as the foundation to trust, PR is fully dependent on trust and truth. Reputation and branding are useless if there is no truth behind their claims and their cannot be truth, whether there are no deeds. Discourse void of proof and shallow marketing are the result of weak human interaction. When a team is ignited by strong relationships, there is space to foster discussion and continue improvement that will bypass shallow marketing ready-made solutions.

You can't build a relationship with your audience if you (or your brand, product, etc.) is not relatable. Your audience needs to feel seen, heard, understood, etc. Don't talk about yourself in your comms, talk about what your audience wants, needs, understands, feels, and show them that you get them and can help them with that. Also, don't direct comms towards "a mass of people", direct it to the individual. I don't want to feel I'm just "a member of the audience", I want to feel special, I want to feel they are talking to me, I want to feel know, heard and seen. Otherwise, thank you, bye.

PR is all about creating a unique experience for the targeted stakeholders. Creatively innovating the message, keeping the user in mind, yields fantastic results. Give it a try!

The perception about PR is that it's a "look at me" play, but the most successful campaigns and messages resonate because they either provide value to the audience (insights, takeaway, a problem solve) OR they make the audience FEEL a certain way (heard, seen, understood, engaged, intrigued, etc.) all while communicating a brand narrative. That's a tricky balance, and one that requires immense creativity and innovation. PR teams must be able to tap into the cultural zeitgeist, leverage the news cycle and - as much as I hate to say it - sometimes pull a stunt or two in order to stand out. The key to all of this being successful is that it must also all connect back to the goals of the campaign, the client and their business.

Creatividad e innovación, trascendentes en las relaciones públicas, pero no se debe pasar por alto la tradición. Debe guardar un justo equilibro en las relaciones públicas, la creatividad e innovación no siempre da los resultados esperados cuando las tradiciones se ven lastimadas, invadidas u olvidadas. Todo cambio es un proceso

Le test and learn, il n'y a que ça qui permettra de juger sur nos idées créatives fonctionnent ou non, les chiffres parlent d'eux même et ne laissent pas de place à l'interpretation

Creativity in service of reaching a target audience can play an important role in a PR campaign, but it shouldn't be the point of the campaign. There is nothing creative about infomercials, yet they sell products effectively. The goal always should be delivering a key message to a target audience where they will listen. If creativity helps, use it. If not, forget it.

Managing crisis efficiently and strategically is equally important as any part of other PR functions. While crises do not give a prior warning, it is essential for PR pros to be ready to tackle any such situation. Therefore, all PR professionals should understand the basics of a crisis plan, execution during a crisis and the flow of information and collaboration among the team. Crisis can be stressful, however if you have a pre-defined crisis plan in place, it can be navigated smoothly with effective execution and management.

You have to stay cool under pressure. Most people freeze in a crisis. Stay cool and breathe, so you can think clearly, act quickly, and lead your team with confidence.

Overall, I think the best PR (specially in this day and time) is to be humble. This will of course vary from industry to industry, I've seen LOTS of PR people "washing off their hands" when they/their company f*cks up (either blaming it on someone else or minimizing the issue), and that ALWAYS makes it worse. If there is an issue, take ownership of the problem and QUICKLY say that you are going to do everything you can do fix this, and do it, don't just say it or there goes up in smoke the trist you've worked so hard to build. This will of course need to be discussed and agreed internally and emphasis in how this differs from sector to sector, but the principle is the same: DON'T BETRAY YOUR AUDIENCE'S TRUST OR YOU'RE DOOMED.

Saber conduzir a reputação de um ciente num momento adverso pode levar a maior confiança do público, lealdade de clientes, melhores parcerias de negócios e, em muitos casos, melhores resultados financeiros.

Analytical thinking is crucial for PR success. By setting measurable goals and using tools to track and analyze results, you can identify what works and refine your strategies. Interpreting data not only proves the value of your efforts but also strengthens the case for future initiatives.

Meaningful measurement and metrics is vital to any PR campaign. Media impressions don’t cut it anymore. Implement measurable tactics that relate to client goals and objectives. Analyze data throughout the campaign and allow for minor adjustments. With meaningful measurement you’re better able to demonstrate your value to clients. l

Setting benchmarks and monitoring against KPIs are important, but what isn't done enough (in my opinion) is taking the time to look at what your competition is doing. What does their media mix look like? What kind of topics are they speaking to? If you want to stand out to reporters, you need to have a sense for what your competition is pitching and find ways to differentiate against that. Or maybe snag a new idea or two!

You need to be able to assess the effectiveness of your PR efforts. This involves analyzing data, measuring outcomes against objectives, and using insights to refine your strategies and improve future campaigns. Numbers have to become your best friends, by converting them into nice words...

A proper and solid analysis of the current situation, the target groups and the competitive situation in the target market is the absolute basis of a strong strategic vision that should lead to success.