Account Supervisor Zachary Harris of Prosek Partners offers valuable insights into the evolving public relations landscape. This article delves into his perspectives on the future of PR, best practices for engaging with reporters, and navigating the challenges of today’s media environment.
ESG (Environmental, Social, and Governance) factors will increasingly shape the future of public relations, according to Harris. Organizations need to demonstrate a genuine commitment to ESG principles, as it’s a crucial consideration for various stakeholders.
Building relationships with reporters is paramount. Harris emphasizes the importance of personal connections, suggesting invitations for coffee, acknowledging career milestones, and sharing thoughtful feedback on their articles. These gestures foster rapport and demonstrate genuine interest.
The fast-paced news cycle presents a significant challenge. PR professionals must constantly innovate to cut through the clutter and secure effective coverage for their clients. Respecting reporters’ time and demonstrating a thorough understanding of their areas of expertise are crucial. Sincerity, relevance, and respect are key to successful media relations.
In today’s media landscape, accuracy is paramount. Both journalists and PR professionals strive for truth and clarity, especially in an era where misinformation can easily spread. Amplifying accurate information is a shared responsibility.
For those seeking an effective PR partner, Harris recommends asking potential candidates about current news and its relevance to their business. A skilled PR professional should be able to interpret the news landscape and anticipate future trends.
Harris’s golden rule of PR is to “answer first, explain second.” This emphasizes the importance of clear and concise communication. Additionally, he stresses the importance of measuring success to ensure PR efforts are impactful.
In conclusion, Zachary Harris of Prosek Partners provides valuable insights for navigating the complexities of modern public relations. His emphasis on ESG, building relationships with reporters, and prioritizing accuracy reflects a forward-thinking approach to the profession. He reminds us that measuring success is critical to demonstrating the value of PR efforts.
