PR - get the basics right!

"Many younger PR people are hot on the latest digital jargon, but sadly lacking in a firm grasp of the basics of their craft. PR is sometimes considered to be an easy option, and indeed, it's not rocket science; but without solid foundations, the efforts of less-experienced colleagues soon founder."

A harsh judgement? Perhaps. But how many entry-level PRs can readily explain the scope of an integrated public relations campaign, write a well-crafted and appropriate press release, list all the elements needed to stage a successful event, whether a press conference or a gala awards dinner, and chart a course from issues management to effective Crisis PR?

PR101

John Badenhorst*, senior PR practitioner and trainer, is currently presenting a two-day workshop entitled PR101, which is designed to bring entry-level PR people up to speed with basic elements of the discipline. Anyone who wishes to benefit from his 25-year plus experience, locally and abroad, can attend the course at the IAJ (Institute for the Advancement of Journalism) on September 26 and 27.

"There are so many more platforms to work with today, " says Badenhorst, "But new practitioners often miss out on the basics, or move from other disciplines into PR, and need to catch-up. Press releases are a staple diet of most campaigns, but need to be appropriately targeted as well as well-written - blanket releases annoy the hell out of busy journalists, who should only receive news which is relevant to their beat.

The same goes for invitations to a press conference - don't invite a motoring journalist to the launch of a new washing powder!

"These basic rules seem simple, and are in fact common sense; but such things can make or break a campaign."

Inquiries about the IAJ workshop should be sent to Aniesha Bulbulia: az.gro.jai@ahseina, or Gugu Ndaba: az.gro.jai@utmc. Other inquiries, including corporate placements, to John Badenhorst at moc.liamg@101rptsrohnedabnhoj

*John Badenhorst was from 1987-1996 head of PR for M-NET, from the company's inception, and is credited with having had a significant share in building the pay station's successful image in the market place. Several members of his junior staff, whom he trained and mentored, have successfully assumed leading roles with major organisations such as Kagiso Media, Prime Media Broadcasting, SA Tourism, and SAA. Internationally, he has worked in a senior capacity with Weber Shandwick, Memac Ogilvy and Golin Harris.