As Warren Buffett noted in a recent presentation to a community of students, businesses that communicate well earn at least 50% more than those that don’t. For anyone who is serious about driving their career or business forward, I would highly recommend a communication skills course in Dubai, or wherever in the world you are located.

But, to get you started, there are a few PR principles to keep in mind if you are looking to get ahead in your career or business.

  1. Get involved

If you only take one thing away from this article, let it be that the golden rule of PR is to get involved. That means no more sitting around complaining that the competition just got a stellar write-up; it is up to you to go out there and make contact with reporters and be proactive in generating and issuing a buzz about yourself, your product, or your business.

2. Tell a good story

At the same time, successful PR practitioners know that it takes time. It is all about telling the right story, at the right time, to the right people.

When you make contact with a media personality, you only have one chance to grab their attention. You won’t strike it lucky every time, but to increase your odds, make sure to memorize (or have written down in front of you) a few catch phrases or keywords that sum up your potential storyline. This preparation ensures that you won’t lose track of what you are saying and fail to mention the significant parts.

3. Know your contacts

Similarly, know your media contacts by name and do your homework to understand what exactly it is that they are looking for and what their angle tends to be. By doing this, you will have a far more successful time pitching your PR communications, as you can feed them the right materials, at the time they need it. Make it a priority to take this personal approach from the beginning; it is the key to developing strong, working relationships — a fundamental principle in PR.

4. Create a schedule

While it can seem overwhelming, especially when you are just getting started, break your PR goals down into small, manageable tasks. Set a schedule, you can commit to and aim to be doing at least a little bit of PR work every week, ideally every day. Even if you can only spare 10-20 minutes, over time, it will add up to have a massive influence on the future of your business.

Having a schedule of when you are going to work on PR management also ensures that you are producing consistent communications of genuine value and service. Think of it like exercise — one hard workout every few months is not going to do anything for your health and well-being, whereas a persistent schedule of just 20 minutes every day will bring results.

This principle also holds true in PR, as customers will quickly forget about you if your communications only come in large bursts every few months. (Be aware that it is also possible to take the principle too far in the opposite direction; you don’t want to be regarded as spammy.)

5. Connect with the right audience

Your consistent communications should be created with your readers and customers in mind. Whether you own a restaurant or a florist, or a fashion designer or author, the point of any good PR is to highlight the connection between your offering and the interests of the public, with the media being the bridge that brings the two together. PR is a balance between pure advertising and pure editorial.

When it comes to the PR and communications world, there is no way that anyone can ever know everything. First of all, does anyone have that capability? And, secondly, the industry is constantly developing and evolving, as brands and businesses continuously search for new, more effective methods of communication. If you are committed to using PR principles to drive your career or business forward, consider enrolling at a media university in Dubai (or another locale) and also commit yourself to becoming a lifelong learner of the craft.

About the Author:

Nowshir is the founder of EMDI and spends much of his time traveling across all of EMDI’s branches in India, Dubai, and Africa. He calls Dubai his home and has painstakingly grown EMDI from a small institute to a global conglomerate, now partnered with Greycells Education.

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