The 10 Commandments of Public Relations

1. Successful PR requires time, planning, and constant reinforcement, but only cover newsworthy items of interest that are happening in your business.
2. You MUST know how to write – learn from a professional or hire someone who has experience writing press releases.
   

   •	Make no unsubstantiated claims in releases – just state the facts (that you want to have in print).
   •	Be brief and provide a summary of the release in the first paragraph so that it can be judged quickly.
   •	Use almost no adjectives and definitely no “sell” adjectives (good, great, beautiful, wonderful).
   •	Tell as many facts as possible. Let the journal edit your release. When in doubt, include too many facts.
   •	Never advertise a product before you send the press release; editors cover the latest and greatest new products; if it’s already been advertised, then it’s old hat and won’t be picked up in new product announcements. Also, remember the timing of publishing and do not send out releases a week or so before promotion takes place, expecting it to be run in time. Also, do not send too many releases at one time and then complain that the publication did not select the “most important.” Space out releases by at least a few weeks.
   •	Never send a release without a release date and, if a product announcement, always remember to state the price.
   •	Enclose photos (black and white glossy or color chromes).

3. Always approach PR from the intermediary’s point of view. Editors are interested in the latest news and must maintain their independence.
4. Don’t try to CON the press – it’ll backfire sooner or later. Always be honest and don’t waste their time with irrelevant subjects.
5. If someone has attacked you, weight its importance before you issue a counter-statement explaining your position. If you should respond, use the facts.
6. Most effective simple PR occurs in trade and professional publications. These will do you the most good as they directly address the largest segment of your customers.
7. Do not neglect the political sphere (who make the laws that affect you). Let them know who you are by starting a correspondence with them.
8. The best PR is good service. An angry customer with a legitimate grievance can do damage to your whole business.
9. Never threaten an editor with loss of advertising if he does not run your announcement, nor bait him with promises of advertising if he does.
10. Keep up-to-date as to which people are at the publications, radios, TV stations you are most interested in.