Forget the new, remember the golden

I was reading a blog that caught my eye because of its headline; The New Rules for PR in 2016.

By Tony Garner, managing director, Viva PR

Yes, the Internet and social media has transformed the landscape businesses operate in. You now have the opportunity to earn attention, to attract a customer following by creating something interesting and shareable on You Tube or Twitter.

1 Content is still king: Creating interesting content has always been at the core of good public relations. It’s a fundamental. A former editor used to give stories pitched to him the ‘So What?’ test. Guess what, we all do that now as we’re bombarded by content from different sources. We only stop to consume the ones that are interesting — that covers everything from a press release to a tweet.

As well as authenticity, it’s important to be honest. We are telling stories and we want them to be interesting but we have to be truthful and accurate in the information we produce, otherwise our credibility will suffer.

So my advice for 2016 is remember the golden rules — don’t get too hung up on the new.