Marketing expert shares the secret of a successful PR campaign
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People, partnership, photography, planning, PR – the Ps
behind any successful campaign, according to Jane Dickson who has
stepped down after more than 40 years in the business.
Ms Dickson, from Rochester, says that practitioners, staff and,
most importantly, clients are all involved in a partnership that
determines the effectiveness of any campaign.
Speaking before retiring to her native South Africa, she said PR
had changed in those 40 years, yet in many ways had stayed the
same. "It is still about promoting companies and people," she
said.
She had these three tips for people entering the profession or
organisations considering using PR to promote their products or
services:
- Partnership: Clients, press and PR all play an
important role in achieving the goal.
- Photography: Good photography usually
guarantees coverage. "When I started out as a PR trainee, there was
always a budget for professional photography of products and
events, whether for printed matter or editorial promotion. Now that
digital photography is commonplace and everyone takes photographs,
it is worth remembering what a skilled professional photographer
can achieve.
- Planning: "Another tip I learned from the home
economists I worked with in my first PR job, where we were involved
in numerous projects and events. They said: 'Remember to plan for
every little detail, down to the last teaspoon.' I have never
forgotten that advice and how true it is."
Ms Dickson is moving to the Cape Town area to be closer to her
family.
Wednesday, December 14 2011
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