Be a success in public relations with a few simple tips.

The mantra for success in public relations has always been that perception is reality.

However, just knowing that the way something is seen is paramount does not make it easier. You cannot change how the public views your client if you do not have a solid understanding of public relations.

The following tips will help guide you as you navigate the murky waters of public relations and will help you to be successful in managing the image of your clients.

• Understand Your Goals
  It is essential that everyone be on the same page when it comes to any outside communications. If the goal is easily understood by all involved parties, it will be easier to formulate strategy.
• Know All the Facts
  The most vital piece of information you can have as a public relations manager is knowing who your audience is. Be prepared to answer any questions about the audience. It is also valuable to have a strong hold on any statistics, data, and other pertinent information about the audience. Memorize this information as you may be quizzed on it at any time when you are speaking with your client or the media.
• No Modesty Allowed
  If your company has been awarded a large contract, supported a charity or has any other positive news, make sure your audience knows about it. Send out press releases, coordinate interviews with key members of the company, and spread the word in general. Public relations is not just about clearing up problems; it should also be about communicating the good news.
• Focus Your Message
  There should only be one message that your company is sending out at any given time. Make sure to focus it across every branch of the company. Keep the message consistent in every type of forum. Advertising, client communications, interviews, and press releases should always be consistent.
• Network
  This point cannot be made more strongly, in public relations it is who you know. Having contacts at the media outlets, knowing the bloggers, and knowing all the key members of the press will make all the difference. Knowing everyone is vital to your job.

Public relations does not have to be about spinning bad news or cleaning up a mess. To maintain a positive public image, you need to stay on top of your public communications and spread positive news when you can. The job is always changing, and challenges abound. If you know your company and the message it needs to send, and if you know your audience and what they want to hear, your job as public relations manager will be a success.

Mary Parker blogs about higher education, including public relations. Several schools offer online Masters degrees in public relations, including The George Washington University Graduate School of Political Management and University of Southern California.