PR School 101

The kids are back at school and whilst there’s a universal sigh of relief (or moan, if tackling school traffic is back on your to-do list), what better time to ask ourselves what we need to learn?

This month Cream launched #PRSchool – our reminder that no matter what stage you are in life or business, you’re never too young or old to learn something new.

When it comes to PR, we know people are still flummoxed. We thought we’d give you a little insight in to what PR is about.

So, grab your pen and paper, eyes to the board and take a seat in our PR school.

Lesson one: English. Baffled by words? Annoyed by jargon? Remember, communication needn’t be complex. When you tone down what you’re trying to say, not only does it become effortless but it makes it much easier for your stakeholders to sing the same tune – preventing your brand being misunderstood. Clear communication keeps everyone on the same page.

Lesson two: Drama. No-one likes to think of things going wrong, but they do. Even the best can have bad days and in a world of instant news on social media, you have very little time to put things right. Reduce your chance of improvisation – ensure you hire the right people and have a plan for when things go wrong.

Lesson three: Science. Be brave and bold when building your brand. Experiments, in the right hands, often have excellent results. The adage of “If you always do what you’ve always done, you’ll always get what you’ve always gotten” rings true here.

Lesson four: Maths. Purchasing time is hard to quantify. If you’re working with an agency, a good relationship would mean you’re well aware of what you’re paying for each month. Be sure to make sure your costs and results add up for maximum ROI.

Lesson five: History. Every brand has a story. A story which has the power to tap into people’s emotions, spark interest and garner trust. It isn’t about spin, lies or trying to sound better than you are. It’s about who you are, what you do and how you can help others. Tell others of your past before they become a part of your future.

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Chloe Staniforth

Account Manager
Despite growing up dreaming of becoming a maths teacher, Chloe swapped numbers for letters and is enjoying the variety of writing styles which come with a career in PR.

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