PR: It’s About Relationships, Not “Spin” or “Free Publicity”

by Frank L. Williams Over the years, I’ve run across more than a few people who think public relations is about nothing more than “spin” or “free publicity.” They are wrong. Stereotypes such as those dramatically oversimplify the public relations process. In 2011 and 2012, the Public Relations Society of America (PRSA) conducted a member-engagement process to…

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What is Credibility and Why Does it Matter?

by Frank Williams Public relations and communication professionals will tell you that establishing, building and maintaining credibility is one of the most frequently mentioned purposes of a public relations program. I’ve heard about the importance of credibility ever since my first public relations classes at N.C. State (longer ago than I want to admit). But…

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Cornerstone or Afterthought?

by Frank L. Williams A cornerstone can be defined as an important quality or feature on which a particular thing depends or is based. For a public relations program to be truly effective, it must be a strategic cornerstone that helps leaders guide an organization’s decision-making, not an afterthought that only receives sporadic attention when the…

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Planning for PR Impact: The Right Tools for Your Strategy

by Frank L. Williams In last month’s article, I continued my series on Planning for Impact by discussing how to identify strategies to achieve your desired outcomes. As a refresher, planning for impact means that, instead of starting with desired outputs such as sending a certain number of press releases or posting a certain number…

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Planning for PR Impact: Identifying Strategies

by Frank L. Williams In last month’s article, I continued my series on Planning for Impact by discussing the importance of defining your desired outcomes. Planning for impact means that, instead of starting with desired outputs such as sending a certain number of press releases or posting a certain number of items on Facebook, you should begin…

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Planning for PR Impact: Defining Your Desired Outcomes

by Frank Williams In my most recent article, I discussed the importance of planning for impact.  By this I mean that instead of starting with desired outputs, such as sending a certain number of press releases or posting a certain number of items on Facebook, you should begin by discussing your desired outcomes.  Put another way,…

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Planning for Impact

by Frank Williams Over the years, I’ve heard clients and colleagues offer a number of reasons why they want to engage in a public relations or marketing communication campaign. When I ask about their goals, the responses often center on outputs like sending a certain number of press releases, posting a certain number of items…

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Public Relations: A Strategic Cornerstone, Not an Afterthought

by Frank L. Williams In last month’s column I focused on the fact that public relations should be a leadership function within an organization. The prior month’s column sought to dispel a few misconceptions about PR. Today’s column will further connect the dots between those two issues by touching on a common misconception many organizational…

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Public Relations: A Leadership Function

by Frank L. Williams My previous column, entitled A Few Misconceptions About Public Relations, ended with the following statement: “Effective public relations does not begin with tactics like writing a press release or a speech; it is a strategic function that begins in the boardroom, where organizational strategies are developed and leadership decisions are made.”…

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A Few Misconceptions About Public Relations

by Frank L. Williams Over the years, I have heard numerous misconceptions about what public relations is and is not. Some people with whom I have talked view public relations as merely “free publicity;” others characterize PR as “spin.”  One person said PR was “just public speaking,” while others believe the public relations profession centers…

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