Written by Kim Salt
PR is a mix of attention, strategy, timing and relationship-building.
But ultimately it’s also about grit and a great deal of behind-the-scenes work that can
sometimes go unnoticed.

Here are five behind the scenes insights constantly going on in PR:
1. Picking up the phone.
Whether it’s following up, dealing with a crisis or just having a conversation away from
the screen, telephone calls can seem archaic but they can be the point in which an idea
becomes reality.
The unpredictability of a phone call might feel intimidating, but for PR professionals, it’s
a tool that can make things happen. Building relationships can be much easier when
you're listening and hearing each other's voices and this can break through the noise of
crowded inboxes.
It’s also something that makes us all feel human and connected. On the phone we can
feel more understood and supported, enhancing empathy and emotional resilience.
2. Treating an email as a piece of art.
According to statistics approximately 121 business-related emails are received each
day by the average person* so it is no wonder some of them disappear into a complete
vortex or you get ‘ghosted.’
Sending emails should be classed as an art form.
In PR there’s many questions especially with email:
Should I be more basic or more extra?
When should I follow up after?
Is this subject line too vague or too long?
Should you resend after they’ve shown interest but not replied?
It’s not just about crafting the perfect subject line or headline and the pitch it’s about
timing, understanding who is going to open the email and deciding when enough is
enough.
Over-emailing can lead to being put on the bad list, but under-emailing could leave
opportunities untapped.
Always consider, could this email actually be a phone call?
3. Realising it’s not all about the drama.
PR is often invisible - and a steady, consistent effort that builds momentum over time.
Think of a sunflower: starting as a seed, it grows until it stands tall and commands
attention when it matters most.
The real impact comes from the "silent moves."
Timely follow-ups, strategic outreach, attention-grabbing moments, compelling human
stories, rapport-building, showcasing data and insights and simply being trusted and
reliable.
This way you’re also more likely to attract those one-off ‘ta-da’ opportunities too.
4. Checking Google news.
It is critical to search on google for any news related to your topic or brand.
The ‘google news’ sense check ensures you are aware of the high ranking news
coverage, the sentiment and who has said what about your brand or topic.
It’s a really good benchmark to look at before you start a PR push and then compare at
the end.
5. Standing out.
Standing out in the crowd is hard. It’s noisy out there. But it’s all about authenticity and
finding that sweet spot. Don’t follow the crowd, lead the way.
What makes your client different and what will make your brand or topic front and
centre?
The pub conversation or hairdresser talk is always a good test - if you’d tell your
hairdresser or your friend at the pub about it then it’s worth unravelling.
Public relations may seem glamorous but behind every successful campaign or
headline-grabbing moment is a lot of unnoticed careful decisions with a few unknowns
and brave steps taken.
It is never just luck – it is good PR.
Comments