PR for Humans

Post to run on www.OPW.news and the Courtland Brooks blog on Saturday 6th April.
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Courtland Brooks Book-of-the-Month - PR For Humans

I find the best PR advisors are former journalists. Mike Sergeant is part of that fray (CNN, BBC), and has authored this brilliant advisory on how to get PR right, and be human. PR for Humans is out April 18th. (Amazon UK book, or Kindle UK). I believe the people in the personals business need to be more personal with the public, so this book seems very apt. Mike argues that we should aim to 'connect human leaders with human audiences,' and his book covers new-school storytelling, reputation building and how to 'be a hedgehog!?' Why not. Enjoy. Please let me know your thoughts. :-)

"People make stories. Stories create movements . Movements need leaders." This quote is what this book is about. The book is a practical guide to creating engaging communication with audiences. Mike shares a lot of stories and gives a framework on creating your own story. All of the important areas are covered for public speaking. If you follow those guidelines and practice a lot, there is a big chance of being successful in own PR and in representing your company internally and externally.

I love that the author starts from an audience perspective. As a brand strategist (and admirer of Seth Godin) the starting point has to be the WHO, it impacts everything else. “We should be imagining the audience first, asking ourselves: what do they know about us? Think about us? And what would we like them to think, feel and do?”

I firmly believe that the more time we invest in understanding the audience, the easier it is to mould the message for them to relate to and engage with. So too does the author.

And so he elaborates on the importance of the story. With the story being told being dependent on just who you are relating it to.

“Facts are important. But stories are vital if you want to enhance reputation." It’s hard for us to make sense of lots of data, but a story can help us make sense of it. "Stories are about people, challenges, struggles, mistakes, hopes and dreams." Stories are relatable. Evidence is essential. There are those who struggle to see a story, but the author is clear about the importance and impact. We need to take the time to look for the story. We are looking to move the audience from one point to another.

The brands we love are great storytellers and the author details examples to help us understand the principles he is postulating.

Stories require effort. It’s not a ‘get it out quickly’ but rather an iterative process. To be an authority, you need to have a context and the right content. Leaders (people, brands and businesses) see the value in this investment.

He describes a two-part process: finding your story, exploring timeless principles and then telling your story, outlining the techniques to do so, emphasising that great brands do both.

The author has certainly followed this approach. I found myself nodding as he verbalized many of my thoughts, that I have not been able to express anywhere near as clearly.

I loved these thoughts:

“Know your audience. Flatter them. Involve Them. Play to them. Win them. Keep them.

“You need a story to tell in the first place before... (hiring photographers etc)

‘Social media is a very personal thing. All it does is expose and amplify who you are.”

“The conclusion usually comes first.” The business reader doesn't have time. They want to stop reading as soon as possible.”

“Focus on the person, not the organization.”

“ Tell a powerful story. By humans. For humans.”

This book has broad appeal. It is for those who are looking to write meaningful content. It is inspiring, informative and a great guide. It is a great handbook. It’s a gem. I highly recommend you buy it. I intend to revisit it on a regular basis. There is just too much to take in in one reading. It's deep. It's rich. It’s inspiring.

With many thanks to the authors, the publishers, Practical Inspiration Publishing, and NetGalley for my free copy to review

This is a good book for emerging leaders who are looking to become more visible, either in the media, as a conference speaker, or within their own organizations.