Proactive PR: Leave the Oscars drama to the actors

Being efficient is crucial in nearly any field of communications. In PR, clients expect you to know how to handle any situation before it even happens. To keep you on your toes, heed this advice.

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A PR master—much like a chess master—always thinks a few moves ahead.

You must predict how a customer will behave, how a piece of content or a conversation should be shaped and the approximate size of a wave that’s about to crash into your client’s industry.

Looking ahead for your clients—whether you’re helping them develop a product before their competitors do so or building good will among their followers—empowers them to succeed and creates a trusted partnership between you. Besides, if you don’t look ahead, your competition will.

Proactive PR is even more important in times of trouble. When a PR crisis looms, insight and planning can mean the difference between stardom and disaster, as this year’s Oscars crisis illustrated.

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