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By Brian Johnson

You consider yourself a decent person, and you may also firmly believe the organisation you work for has a great reputation. A strong name that commands respect and a positive reaction.

In your own mind, the standing of your organisation must give you a useful key, or a head start, for publicity. Look at the coverage to date, you’re thinking. Look at the story the media covered on this topic just last week. Look at our standing within our industry. This must be a certainty.

Wrong. Wrong. Wrong. Media people in general don’t care if you’re from this organisation or that one. This conference or another. 

We are all at the centre of our own universe, but remember that the world is full of reputations and big organisations. The media deal with them every day as a matter of course. Sure, they can be a trustworthy source of information – but it’s the information that’s the drawcard.

The name of the organisation alone, and its good standing, will not guarantee one jot of coverage if your story’s no good.

So, nothing personal, but the media don’t care who you are. However, if you’ve got a good story, your popularity should be on the upswing.   

This advice is drawn from The Little Red Book of PR Wisdom by Brian Johnson, an award-winning journalist and leading PR practitioner.

  • Some call it public relations, some call it PR, some call it publicity. Others describe it as media relations, even marketing. It’s all about getting media coverage for the story you want to tell, and knowing how to go about it.
  • Whether you’re a PR professional, a manager, a lecturer, a student, an association, an NGO or a government agency, The Little Red Book of PR Wisdom  is your key to getting that coverage – with far more value, impact and profile than advertising alone can deliver, a fraction of the cost.