20 Unwritten Rules About Public Relations

Public relations (PR) is about building and maintaining relationships between organizations and their audiences. While textbooks cover theories and strategies, many critical lessons in PR come from experience. Here are 20 unwritten rules every PR professional should know:

1. Relationships Are Everything

Strong connections with journalists, influencers, and stakeholders are the backbone of successful PR. Build and nurture these relationships consistently.

2. Timing is Crucial

The timing of a press release or campaign can make or break its success. Always consider the news cycle and audience engagement patterns.

3. Know Your Audience

Craft messages tailored to the interests and preferences of your target audience. Generic approaches rarely work.

4. Anticipate the Worst

Always be prepared for potential backlash or crises. Have a contingency plan ready to protect your client’s reputation.

5. Stay Calm Under Pressure

In PR, crises are inevitable. Maintaining composure and acting quickly can prevent small issues from becoming disasters.

6. Your Reputation is Your Currency

Your credibility as a PR professional is invaluable. Always act ethically and deliver on your promises.

7. Don’t Spam Journalists

Sending irrelevant pitches or follow-ups can damage your relationship with media contacts. Be selective and personalized in your approach.

8. Good Writing is Non-Negotiable

Whether it’s a press release, pitch, or social media post, clear and compelling writing is essential.

9. The Client Isn’t Always Right

Sometimes, clients’ ideas or expectations may not align with best practices. Be honest and guide them toward better strategies.

10. Social Media is a Double-Edged Sword

While it’s a powerful tool, social media can amplify mistakes. Monitor activity closely and respond swiftly to negative feedback.

11. PR is a Marathon, Not a Sprint

Building a strong reputation takes time. Be patient and consistent in your efforts.

12. Measure Results, Not Activity

Focus on outcomes like increased brand awareness or improved reputation rather than just the number of press releases or events.

13. Be Transparent

Honesty builds trust. Misleading information or spin can lead to long-term damage to your reputation and your client’s.

14. Understand the Media Landscape

Stay up to date with changes in media platforms, key journalists, and industry trends to remain effective in your efforts.

15. Pitch Stories, Not Products

Journalists and audiences care about stories, not advertisements. Frame your pitches around narratives that engage and inform.

16. Always Have a Backup Plan

Events get canceled, campaigns fail, and news cycles change. Always be ready with an alternative strategy.

17. Be Proactive, Not Reactive

Anticipate opportunities and risks before they arise. This proactive approach keeps you ahead of the curve.

18. Embrace Criticism

Not every campaign will succeed. Use constructive feedback as a chance to improve and grow.

19. Tailor Your Approach

Every client and campaign is unique. Customize your strategies instead of relying on a one-size-fits-all approach.

20. Celebrate Small Wins

PR is often about long-term gains, but celebrating smaller milestones keeps teams motivated and clients satisfied.

Public relations is a dynamic field that requires adaptability, strategy, and interpersonal skills. By following these unwritten rules, PR professionals can build strong reputations, deliver impactful campaigns, and navigate the complexities of the industry with confidence.