Mix the right raw ingredients to cook up the perfect PR meal


Mix the right raw ingredients to cook up the perfect PR meal
I really enjoy cooking as a way to wind down.

I don’t know if it’s because it takes me away from my keyboard or because it results in a physical product, but anyway I find it very relaxing.

How do you make a meal from individual ingredients?

One of the things that fascinates me is how you take raw ingredients – today it was raw beef mince, onion, celery, carrot, tomato, butter, flour, milk, herbs and pasta – and combine them to make something new and totally different, but hopefully tasty. I was lucky in that today everything came together as a lasagne.

Combine your PR ingredients

It got me thinking that it’s the same with PR. You take your raw ingredients – your story, facts, quotes and photographs – to produce a tasty PR dish. The higher the quality of your ingredients, the tastier the story is for journalists. So if you have a mouth-watering photo, journalists are more likely to bite.

A press release on its own will not necessarily achieve success. It needs to be served in an appetising way, so a spokesperson with an energetic and enthusiastic manner is more likely to be asked for an interview on radio or TV and an eye-catching photo is more likely to be picked for the cover of a magazine.

As in cooking, we have to select the finest PR ingredients and combine them in a way that produces a ‘complete dish’.

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