Good PR is not serving two masters . It is tried again and again and is allegedly practiced. But it is neither sensible nor successful in the long term: selling PR articles from a paying client to editorial offices for a fee.
Good PR is not performance-based payment – for example, based on measured publication numbers or increased sales for the client. This is often attempted, but is neither permissible nor sensible.
Good PR is not just media work . Anyone who simply issues press releases or arranges press events without thinking about the overall advertising and marketing mix is creating a gigantic bubble that is of no use to anyone.
"We have put down new carpet in our corporate headquarters student data and want to hold a press conference about it." Sounds absurd? It's pretty close to the events that some customers would like to have in the leading media.
Good PR is not a matter of power or secret knowledge . It is a craft, admittedly a complex one, that anyone can learn and understand. A PR agency that leaves its clients completely dependent and ignorant of the processes is not a PR agency at all.
Good PR is not something that can be done in a flash . Nothing can be done without long-term planning, sound knowledge and good writing.
Good PR is not so different from good journalism . It follows the same rules and principles. Ideally, it also has the same interests. Anyone who sees journalists as enemies who need to be outsmarted is… certainly not a good PR person.