By Angela O’Mara

Over the summer, I always offer local interns an opportunity to learn real “media magic” skills first hand at my PR agency. One of them asked, “What is good PR?” Hmmmm… I thought. that is an insightful question in this day and age of social media and “overnight sensations.”.

Here is my response.

Good PR is…

  1. Telling a client what they need to hear, rather than what they want to hear.
  2. Recognizes that the best “PR strategy” needs to be followed-up with, i.e. telephone calls must be made and emails must be sent.  Oh yes, and let’s not forget about snail mail – it still works.
  3. Is not just an over-glorified launch but a continuous effort to brand the practice in the media over a long period of time
  4. Maintains ethics and reputation and is non-exploitive.
  5. Is not as simple as pushing a button.
  6. Is proactive in idea generation and responsive in a crisis. 
  7. Is measurable. 
  8. Leverages pre-existing relationships with the media — relationships built on trust and credibility earned over years of service.
  9. Doesn’t need to know everyone at NBC Nightly News to get a story placed.

Finally, good PR almost always “gets ink.”

Angela O’Mara specializes in strategic marketing and PR campaigns, with over 23 years experience representing clients to the national media. Her agency, The Professional Image, has successfully placed clients on major TV network and cable programs, including E! Entertainment TV, Extra, Entertainment Tonight, The Insider, The View, Good Morning America, and The Today Show.  She can be reached at [email protected].