PR is, in its simplest form, putting your all your ducks in a row.
It is about organisation, timelines and collating the right information that a press release requires for the type of press targets you are after.
But after that comes the craft of writing the right story, knowing what information goes into a press release at what hierarchy, and how you pitch parts of a story to the right press.
When I am brought on board early enough to a project getting these ducks in a row is easier and makes for a stronger, more successful PR campaign. I also get to implant PR and communications into all aspects of the project for maximum impact.
The ducks in a row metaphor also applies to clients being responsive to the needs of the PR be it images, copy, dates, quotes, biographies or saying yes to interview requests.
When the ducks are all in a row – that is when the magic can happen.