Just like planning, taking the time to prep and develop your PR toolkit is key to a successful PR strategy. Make sure you check off the 8 items on our prep list before you start pitching.

PR is an important tool to amplify the voice of the brand – be it a company, nonprofit, or individual. There is tremendous value in sharing stories and expertise to increase awareness, build clout, and expand the reach of a company or thought leader’s message. So, what’s our approach to PR? We call it the “7 Ps.”

In order for your PR program to move the dial in a truly meaningful way, it is vital that you spend the time to create a plan before you start so you can clearly understand what you’re trying to accomplish and what success looks like. If you don’t know where you’re going or why, how will you know if or when you get there?

As PR professionals, we often laud the value of thought leadership as an effective communication and expert positioning strategy. Amplify your voice, share your ideas, build clout for your organization in the process. In general terms, there is both opportunity and need for expert voices on a variety of topics, and sharing advice is, for the most part, beneficial for increasing visibility of your expertise and building trust with your audiences. Except when it isn’t.

As communicators, we have a responsibility to understand how our words and work can contribute to bias and be considerate of how our messages can undermine the impact we’re trying to achieve. As recent social justice movements have come to the forefront, it is critical for executives and key leaders (for-profit and nonprofit) to be conscious about how they speak to and about the work they’re doing and those they serve.