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In my career, I have written, read, and edited countless public relations plans, and I am pretty sure that each one contains the basic elements of the plan, goals, strategies, strategies, and indicators. For years, I have begun to include another element in every plan and principle. The principles are important because they provide filters for your decisions and protect the actions you must take to ensure that your plan is effective. When you start to deviate from your principles, it's time to take stock of the current situation and consider what changes need to be made to get you on the right track. Where do you start? Here are 10 public relations principles that every public relations professional should consider in the process of developing an effective plan.

1. Know your audience.

Build a knowledge-based base. Do your research and make sure that any product or service you support can truly meet the needs of your customers. Will your customers be satisfied with the services you provide? Otherwise, voice these concerns internally. In many cases, public relations professionals can provide the closest ears to the client because they can access the information that the media and analysts hear from end users. Use this knowledge to support the development of products that can truly please the market.

2. Be a patient storyteller.

Many times, brands and companies feel anxious and want to tell their stories "immediately." Whether it’s competitors’ perceptions of momentum or the need to “participate in the discussion”, if you come up with a semi-finished plan, it will do more harm than good. Take your time and don't succumb to the pressure to "do something". Tell the right story to the right person at the right time.

3. Focus on outcomes over activities.

Browse at the North Star. What is the header, the recognition and action you want to deliver through your plan? What do you want to see? In line with long-term plans, we will strive to create a set of desirable results and key moments within the time of creating waves in ripples. Alternatives make a package of activities that are not aligned with a broader strategy, do not have the best use of their resources (it has no way to build a durable team).

4. Know the difference between stories and news.

There is a difference between story and news. The story has a cascading effect and retains the necessary elements to promote reader engagement. Great stories are shared. News announcements are short-lived and, at worst, inconsistent over time. The media is doing their homework, and it's easy for them to see "another press release" as noise, rather than substantive content that they need to pay attention to, pay attention to, and share with readers.

5. Go beyond the echo chamber.

Focus your attention outside the scope of your business. If you spend too much time "drinking KoolAid" you will miss the opportunity to understand the general market sentiment. Don't ignore what your competitors are doing. Interested in learning and reading with others. What do they do? Where can I distinguish? By understanding the larger environment as much as possible, your plan will be more complete and accurate.