1. They shape the debate. Ethanol is a mandated fuel mix in many states. But winning the hearts and minds of the American consumer was the goal.
2. They research. The only way to measure consumer awareness was to do national research, which my company commissioned.
3. They write. We wrote an Ethanol insert for all the Indy car programs; we wrote fact sheets, news releases, media pitches, position papers, PowerPoint presentations, op-ed pieces, Web copy, blog posts, and ad copy.
4. They plan special events. We gave away cheap ethanol and pitched reporters all over the state. It took a lot of time and planning, but it reaped benefits in the local media and taught Texas to pronounce ethanol "Eth-an-ol" rather than "eeeth-an-ol."
5. They manage crisis situations. Moving the organization past this loss and regrouping was part of my job.
6. They talk to the media. Formed relationships with media across the country while working on the ethanol account.
7. They find advocates. It was our job to reach out to them and form alliances for our client, and figure out ways we could work together.
8. They tell the truth. Sometimes, in the heat of the moment, it's tempting to skip steps, make assumptions, and push the button before the facts are checked. Sometimes the client is asking you to do things that push the boundary of the truth. Sometimes it's your boss. Don't be tempted to take shortcuts that will undermine your credibility with your team, client, or employers.
9. They educate themselves. PR Professionals should be among the smartest people on the team. They keep up on current events, read the newspaper, and know about what's going on in the world.
10. They use new media tools. There has been much debate about the role of social media in the PR world. Moving forward, I can't imagine a PR professional doing a thorough job in any industry without using all tools as their disposal.
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