1. Brands need to position themselves as the “authority” in their industry by providing valued content.
  2. Social media has changed the way brands communicate with customers – listen and engage in a conversation.
  3. The key to a good social media campaign is to stop thinking campaigns and start thinking conversations.
  4. PR isn’t about lying to the public, but strategically sharing information about your brand.
  5. Always give an accurate representation of your brand to the media.
  6. Honesty is not always the best policy when faced with a PR crisis, but never make up a story because the truth will eventually come out.
  7. There is such a thing as bad publicity, but you can make it work for you.
  8. When dealing with a publicity crisis, always have a comment for the media – prepare a statement and be proactive.
  9. You cannot control the media, but you can build a relationship with key media to help ensure brand consistency.
  10. Your elevator pitch should serve as an introductory email to media, but do not include attachments – only links.


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