5 steps to PR mastery

When done right, public relations builds relationships, strengthens brands, and brings people together.

Yet many companies fail in their PR outreach because they lack consistent effort. If you want to unleash your full PR potential, you must work it into your daily routine.

It all starts by defining whom you want to reach in order to succeed, then putting your best foot forward. Start with these five steps:

1. Define your audience. If you don’t know whom you are talking to, don’t bother talking at all.

The world is flooded with messages, and we are conditioned to filter out anything that doesn’t directly concern us. You have to figure out who your audience is—and every detail you can about their life—so you can take the next step.

2. Craft your message. Decide what you want to say. This can’t be any old message; it has to resonate with your audience.

Know what they care about, and how your message is relevant. That is the only way to cut through the clutter and present them with your message.

Be consistent, and persistent. Researchers have found that a person must perceive a message five times before they will begin to think or act on it. If you only try once, no one will respond.