How to gear yourself up to become a success public relation 101
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It has been an incredible honor having Ms. Diana Tang to share her experiences to UOW College/ Community College of City University’s students in the public lecture on October 11, 2018. Ms. Diana Tang is a veteran public relation with over eight years of experience in the fashion and beauty industry. She even started to run her company two year ago, named as the Best Crew Public Relations and Marketing Limited. Her current clients includes Dolce and Gabanna Beauty, Swarovski and Swatch. She does not only provide event management and daily route media management services for her clients, she would do her utmost to search for an alternative, more innovative way to promote their clients’ products.
Well-dressed with famous fashion brands’ latest collections, attending events and parties, chatting with celebrities… These are always used to portray public relations practitioners in movies and television programme. Sadly, they only exist in our fantasy, but not in reality. According to Ms. Diana Tang, instead of wearing fancy dresses and accessories, public relations practitioners tend to have a dress code of wearing all black when attending events. Moreover, from uploading photos in social media platform to ensuring guests’ prompt arrival and their speech, it is the public relations team’s responsibility to ensure everything happened in the event are on the right track.
Being one of the dying fans for Korean pop singers, I find the part when Ms Diana tell us about celebrity selection the most interesting. Since we have to match the brand representative with the brand’s position, we should keep updated with the celebrities’ latest news and gossips. In order to make our advertisement more real to the public, public relations will have to pay attention to celebrities’ habits and the things they like.
We have to optimise the number of people to aware of our event and attract the most target customer if possible. Sometimes it is great to have rising stars to come to our events, but we have to analysis on What do you notice about the common characteristics of all of the music shows and music festivals? Do you find that usually the most popular band and singer will be the last one to perform? Well, this is one of the public relation tactics to make the audience willing to stay behind and watch the whole event.
Public Relations are all around us, we just don’t notice about it! Thanks to the efforts of the public relations, we can always learn about the strategies and tactics just by observing the things around us.
Tip 1:
It’s never easy to step out of your comfort zone, but things won’t work out if you always stay at where you are. Take the courage to take your first step! Don’t be shy to contact journalists and KOL when you are pitching your clients’ products! Just make sure you describe how special and exclusive you clients’ products are, ask questions that make sense and do your utmost to persuade them.
Tip 2:
Everyone is running around the clock in the communication field, so get ready to engage with your job twenty-four-seven! To make it more enjoyable, you are recommended to be friends with journalists and key opinion leaders (KOL). By doing so, you could expand your social circle and make your work a lot easier at the same time.
Tip 3:
As public relations are all about building positive relationship with people, it is vital to be polite to all parties and put yourself in others’ shoes at all times. For instance, there are times when journalists are in a rush to get their script done and call you in the middle of the night. You have to understand that they are in a tough situation and calm your nerves down. Think thrice before you speak and try not to offend anyone with your words and action. One of the things you cannot recover in life is the words you spoke.
“You cannot be sure that nothing goes wrong, but you can always do your best to prepared for the worst.”
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