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Proactive vs reactive PR: finding the balance. PR Network, 16 July 2015.
The document outlines ten key principles for effective reactive public relations (PR) as shared by Lizzie Russell from Shelter. It emphasizes the importance of preparation, prioritizing responses, involving the right people, creating plans, and being proactive while remaining flexible and personal in communication. The tips highlight the need for collaboration and maintaining a positive attitude in the challenging field of reactive PR.
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Similar to Proactive vs reactive PR: finding the balance. PR Network, 16 July 2015.
Proactive vs reactive PR: finding the balance. PR Network, 16 July 2015.
- 1. How to beProactive with Reactive PR Lizzie Russell – Deputy head of media, Shelter Thursday 16 July 2015
- 2. Quick Introduction •A bitabout me •A bit about Shelter •A bit about reactive PR - it’s all about the 10Ps
- 3. The 1st Pis for… Preparation • Knowing when and what to react to • Pre-empt your response • The speedier the better
- 4. The 2nd Pis for… Prioritising • Getting the balance right • You can’t respond to everything • Know how to PICK: Partners & stakeholders Internal Consolation Content Key collateral
- 5. The 3rd Pis for… People • Reactive PR needs more than the media team • Get everyone in agreement first • Use your expertise
- 6. The 4th Pis for… Plan • Media plans aren’t just for proactive stories • How to maximise the opportunity • Looking beyond a media line
- 7. The 5th Pis for… Proactive • Don’t wait for people to come to you • Tee up in advance • Team work
- 8. The 6th Pis for… Personal • Charity comms all about real life stories • What are the on the ground effects? • Case studies
- 9. The 7th Pis for… Punchy • Make your line stand out • Visual, to the point • What’s the sound-bite? • Push the boundaries
- 10. The 8th Pis for… Pivot • Don’t be afraid to change direction • Debates move quickly – shape it or move with it
- 11. The 9th Pis for… Piggy-backing • Reacting to other people’s stories • Make it work for you and them
- 12. The 10th Pis for… • Reactive PR is challenging but fun! • Motivate, stay positive, work as a team Positivity
- 13. Summary – mytop tips • Prepare as much as you can, but also be prepared to change direction! • Be sure to always weigh up your options, get other opinions and manage the risk • Decided to respond? Make it punchy and personal • Be proactive when being reactive – don’t wait for the requests to come to you • And finally, enjoy it!
- 14. Thank you! lizzie_russell@shelter.org.uk 020 75051189 @lizziejrussell www.shelter.org.uk
- 15. Visit the CharityCommswebsite to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 16. PR Network 16 July2015 London #charityPR PR Network Proactive vs reactive work: finding the balance