The document discusses the importance of relationships in public relations (PR). It emphasizes building relationships with the news media, journalists, and clients or target audiences. Specifically, it recommends finding an "angle" to make your news stand out from millions of other stories in the current of daily news. It also suggests researching target media outlets and building relationships through social media. Finally, it frames PR professionals as media moguls who can inspire, inform, entertain, and engage audiences through their own online broadcast, print, and social media platforms.

1. THE DNA OF PR
• Tet Kofi Journolink Simple Affordable
PR
@TETKOFI @JOURNOLINK WWW.JOURNOLINK.COM

2. RELATIONSHIPS ARE IN THE DNA OF PR
• Relationship to the News
• Relationship To Journalists and their Media
• Relationship to Your Clients, Market and the wider
public
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3. YOUR RELATIONSHIP TO NEWS
• The Current of News is inexorable – like the current of the
Ocean
• You are unlikely to create your own current, but it happens.
• The current is the News agenda
• Here is your HOOK
• Your News is a wave top a ripple on the surface of this current
• There are millions like it
• Make yours stand out – find your ANGLE
• You are visible by virtue of your relationship to NEWS
@TETKOFI @JOURNOLINK WWW.JOURNOLINK.COM

4. YOUR RELATIONSHIP TO MEDIA &
JOURNALISTS
• Media is diverse and specialised as are journalists
• 2006 - 2013 : Blogs grew , 3M -152M
• What is your target and candidate Media
• Research their Sector, Style, Content, tone of Voice
• Build relationships using Social Media
• Remember , a lot of on line news is CO-CREATED
@TETKOFI @JOURNOLINK WWW.JOURNOLINK.COM

5. RELATIONSHIP TO CLIENTS & SOCIAL
MEDIA
• Social Media is the biggest Gateway to our publics – Clients
& Market
• Think of yourself as a Media Mogul with your own
Broadcast, Print , and On line Platforms
• What is your Big Idea? What is your News? (Ref Hooks &
Angles)
• You are an editor, a publisher
• INSPIRE , INFORM, ENTERTAIN, ENGAGE.
• Is it Starbucks? A Bistro? The Science Museum? Isabella
Blow Exhibition?
@TETKOFI @JOURNOLINK WWW.JOURNOLINK.COM

6. ING RESEARCH: INSIGHTS &
EXPECTATIONS
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7. ING RESEARCH : IMPACTS OF SOCIAL
MEDIA
@TETKOFI @JOURNOLINK WWW.JOURNOLINK.COM