Effective PR is the delivery of the right message to the right audience at the right time and via the right delivery mechanism in order to build a relationship. There are an increasing number of articles published in both the PR industry media and in entrepreneur magazines and websites that offer ‘X things you should do to build more’ or ‘The 7 habits of successful PR/marketing people’ and it’s all nonsense. It’s like trying to write a turn-by-turn guide for everybody to get from A to B. Depending on where they start, where they want to get to and the obstacles in their way the route will differ for every reader.

Over the next week we’ll be posting an Espresso a day on four key areas of PR:

• the right message
• the right audience
• the right time
• the right delivery mechanism

Rather than tell you what you should do, we’ll explain how you can figure out what right means to your business and how you can use them to build strong, mutually beneficial, relationships that will help you achieve your commercial, as well as communications, goals for 2014.

To catch up on previous PR espressos visit http://thinkdifferently.ca/differently/tag/pr-espresso/ at any time and please don’t hesitate to get in touch if you have any questions.

You can contact me on twitter at @THINK_Lyndon, call me on +1 647.773.2677 or email me at lyndon@thinkdifferently.ca