Action PR Group

Proactivity is arguably the most necessary skill of a PR manager. Sometimes, however, it seems that working with publications in an area like education differs immensely from any other kind of media relations. In Russia, almost all chief editors of educational issues are educators themselves, most of them having a PhD or other post-graduate degree. That is the reason a press release merits only a brisk observation from them and is considered as nothing more than an advertisement containing little information. I reckon it’s a safe bet to draw a conclusion from this, that regular PR does not work in this instance.

But as a PR manager I never want – or should – sit still and give up, or take things passively. I know as a PR manager that tenacity and communication go hand-in-hand to achieve results.  So you find another address and jot another message, or take another approach, another angle.  With the right proactive approach – and determination – there’s always a much better chance of a chief editor in the education media sending a positive reply – and even with a request for more information and material, leading hopefully to a published story of interest to the publication’s readers.  I learnt early on with PR that it’s important to be proactive … and never give up.