The other day, a free master class was held by Ekaterina Ushkalova, a PR specialist for Ukrainian designer Andre Tan.
The training was held within the framework of the social and educational project “School of Practitioners” on the basis of the Kyiv National University of Culture and Arts.
Ekaterina spoke about her principles of work, useful skills, and “chips”. She believes that the PR profession is universal and combines various activities – psychology, marketing, event management, SMM, and others. Below we share the main messages of PR specialist Ekaterina Ushkalova.
- A PR person is a “person-contact”. You need to develop your base of contacts in different areas because you don’t know at what point you really need them.
- The press release is already in the past, write the news!
- A well-designed letter will surely reach the heart of a journalist: contact him personally, and do not do mass mailings, do not forget to indicate an intriguing subject line, attach photos and sign them, and also provide a link to a photo in better quality.
- Even one good newsbreak per month can get you over 100 posts per month! Your client must be constantly present in the information and media space. Plan occasions monthly, and better – quarterly!
- Think about how one event can generate multiple media outlets from different fields.
- Don’t forget about press events and their formats. Today, you can’t surprise by press conferences, but with less formal events, such as a press breakfast, you can always get creative. It is pleasant and useful for a journalist to start a new day with delicious aromatic coffee.
- If there is not enough budget, then you can always create a collaboration with interested partners: just explain the benefits of this investment!
