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April 14, 2011
Always, What's Your Focus?
 
Good PR is about focus, always focus; it's not about schoomzing or networking, unless they're part of a focused effort to accomplish a goal. There isn't time to be anything more, or less, than clear and reasonably precise about what your objective is and how you intend to accomplish it. Really, PR isn't about circulating without a plan. That's been reaffirmed, yet again, by an eReleases post, "5 Questions to Ask Yourself Before Launching a New PR Campaign."

Mickie Kennedy, founder of eReleases provides these five questions, with some comments on each:

• What are my goals for this new PR campaign?
• Does the campaign reinforce my brand's identity and core messaging?
• Is the campaign focused on my target audience?
• What's the news hook to my campaign?
• Does the campaign have longevity?

These all come down to picking your target – focus – and sticking with it – an essential PR skill. We're in one of the "softer" trades, but to compensate, we need to be devotees of focus.

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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