Scisson Speaks of PR’s Value to Mississippi PR Professionals
Brenda Scisson and Chuck McIntosh
04.08.08
LITTLE ROCK, AR (April 8, 2008) -- Brenda Scisson, Stone Ward Public Relations Of Counsel, was the guest speaker recently at the Tupelo Chapter of the Public Relations Association of Mississippi. Her presentation focused on four areas: PR as defined today, the changing and consistent aspects of PR, the power of PR and tips for making publicity work.
She explained that everything PR practitioners do today revolves around recognition, reputation and relationships, all leading to results. She compared the past to today, noting that the principles utilized by P.T. Barnum, who in the 19th century was named by Life magazine as the patron saint of promoters, are still used today.
"He understood that a good message was the foundation from which good PR is built. He created a spectacular brand and his circus lived up to its promise of being 'the greatest show on Earth.' The fact that his circus still is a huge success today makes me consider him a PR legend," Scisson said.
"It's all about creating buzz and helping form an opinion, reinforce an opinion or change an opinion," Scisson said. "Video rules our communications world today and everyone's staring at screens now, whether it's the TV, the computer or their cell phone. What seemed like 'a space odyssey' twenty years ago is now common place. Communications flows at an unprecedented rapid pace and more people are enjoying communicating today through You Tube, MySpace and FaceBook. Everyday there's a newer model, a better way and a cooler way to reach the public. It's fun; it's alive and it's been good for our profession."
Her seven tips for being an effective publicist included: 1) have a good story to tell, 2) be an effective pitcher –be passionate about your story and limit your pitch to two minutes, 3) be persistent – it's either important or it's not, 4) don't be intimidated by the media, 5) never underestimate the power of the two words 'thank you,' 6) stay in touch with the news media and 7) always have a back-up plan.
Scisson spoke in Tupelo at the invitation of Stone Ward client Chuck McIntosh, Vice President of Corporate Communications for BancorpSouth.