Those of you who have any involvement in organising your company's public relations (PR) activities ... the following article from CMO magazine may be of interest:

Close Encounters of the PR Kind

Public relations can offer an out-of-this-world opportunity to tell your story. Follow these guidelines.

The Right Stuff

Push only real news to the press. Make sure the stories you tell are the ones readers want to hear.

The Power of Perseverance

Writing a press release is not enough; you need to follow up continuously with targeted media.

Who's Your Buddy?

Triple your chances of getting mentioned by establishing relationships with target press.

Be Prepared

Always be ready for an interview because the camera never blinks.

It All Counts

Never say anything "off the record." If you said it and somebody heard it, it's on the record!

Juicy Sound Bites

Have quotable quotes that reporters will want to include in their story.

Says Who?

It's not enough to say that you have the best product. Quantify and qualify statements to support claims.

Analyze This!

Industry analysts can be some of your best spokespeople. Establish strong relationships.

Contingency Planning

Don't be caught unprepared. Build a plan for crisis communication before it's too late.

Go Online

Place articles on industry portals and trade association sites, optimizing for search engine pickup.

SOURCE: PARTNERS & SIMONS