Viva. PR

• Who?
• What?
• Why?
• Where?
• When?
• Blog?

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• In Control

  You've worked hard for your reputation. So why leave it to chance. Like cars, houses and life, your reputation needs to be protected.

  You need to take control of your name. You've worked too hard to leave it in the hands of strangers.

  Develop a strategy so that what people say about you, and the thoughts that pop into their heads when they hear your name, are the ones you have put there.

  This is what a good PR consultant will be telling you. (Know any?) PR isn't to be confused with getting items in newspapers. Any 5-year-old armed with a Mac and an email account can fire off press releases. Most reporters are only a couple of years older and have little inkling about what they're receiving so can easily have the wool pulled over their eyes.*
  

  A good friend, I can't name him because he is also a devilishly handsome business rival with a head far too big already, once described PR as journalism with brains. Well, he was only half right. What he was driving at was the notion that you don't have to be too clever to get your column inches. But you DO have to be really clever to make sure your key messages are being picked up by the world at large when you do get publicity.

  *Of course that's not true at all. Most reporters are bright and can see through PR puff in an instant, unless there's a freebie to Tuscany involved.