Rich’s Rules

You’ll find “rules” here developed over my 40 years in the public relations profession. Topics will vary.
Your reactions and suggested additions are anticipated…and appreciated.

One rule is that “Rules are meant to be broken.” But as my 7th-grade English teacher, Mrs. Zachow, instructed: “You have to know the rule to break it.”

Six tips for landing a PR job

27 Feb 2017

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The question young professionals  ask most often during my visits to college campuses is: How do I get that first job? During the 100th anniversary weekend of the School of Journalism and Communications (SOJC) at the University of Oregon, some “older” professionals conducted a panel on the subject. Afterwards, one of the students, Nikki Kesaris, […]
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By: Rich Jernstedt Category: Rich’s Rules
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The Style of Chicago PR People

14 Dec 2015

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Rich’s Rules on the Style of Chicago Public Relations People As presented at the Chicago PRSA Chapter reception to honor Rich with the Senior Leader Award, December 2, 2015   “I LOVE PUBLIC RELATIONS!” What an important, challenging, ever-changing profession. I believe good communications is at the center of every interaction. If it isn’t, bad […]
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By: Rich Jernstedt Category: Rich’s Rules
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I.Q.

14 Dec 2015

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10 Rules to Develop Your Client Indispensability Quotient Here are critical ways you can prove what a valuable asset you are to your clients—internal and/or external. There are 11 items on this list for a reason. Read on. Listen aggressively (and never hesitate to ask questions) Exude enthusiasm no matter what—prove your commitment! Manage flawlessly: […]
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By: Rich Jernstedt Category: Rich’s Rules
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Winning New Business: Rule #4

21 May 2012

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Listen. The “listen factor” is really part of each of these New Business Rules. The only way to learn what the prospect wants or needs is to listen when she talks. Sure, ask good questions. And, make some points—but only so you can listen to the reactions. Of course, listen to everyone who’s in a […]
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By: Rich Jernstedt Category: Rich’s Rules
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Winning New Business: Rule #3

27 Apr 2012

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Want it. Badly. If you aren’t totally committed to do what it takes to win, don’t compete.  The payback from a 120% effort is much, much greater than a 75% effort.  There is just too much at stake in each pitch—including your reputation. Always give it your best. Then, even if you don’t win, you’ll […]
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By: Rich Jernstedt Category: Rich’s Rules
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Winning New Business: Rule #2

19 Apr 2012

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Have a Game Plan. Just like competing in any sport, your team has to have a plan. You need order, organization, leadership, discipline, goals. Of course, it helps to have a mission. It can be as simple as “TO WIN.”  But if you think it through, your plan will help you accomplish other objectives that […]
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By: Rich Jernstedt Category: Rich’s Rules
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Winning New Business: Rule #1

11 Apr 2012

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It’s a Team Sport. Everyone needs to be involved.  Everyone.  There is a role for each person in the office.   Some of the responsibilities are ongoing and some are specific assignments for a specific pitch.   (I have a list of 15 major tasks.) Those not involved in a specific pitch should be assisting on the […]
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By: Rich Jernstedt Category: Rich’s Rules

Winning New Business

03 Apr 2012

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I love new business.  Pursuing it. Pitching it. Especially winning it.  And working it with a new client. The process requires activating all the reasons you chose the field you’re in.  Starts with owning the necessary capabilities;  recruiting the right people; being good and different…and confident of it; developing critical insights in to the prospect’s […]
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By: Rich Jernstedt Category: Rich’s Rules
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10 Rules of Client Service

27 Jan 2012

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Each of these is a workshop. But here’s a quick list of the key factors in client service that will make you indispensable. 1. Listen aggressively. 2. Exude enthusiasm. 3. Manage flawlessly: deadlines, details, budgets. 4. Demonstrate your resourcefulness. 5. Know the subject matter like an insider…but maintain perspective of an outsider. 6. Deliver value […]
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By: Rich Jernstedt Category: Rich’s Rules
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Some Rules for Effective Communications

03 Jan 2012

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This set applies to writing. Follow these rules to increase attention, understanding, memorability and desired action regarding your subject. Be clear. No matter how well you write, be straightforward. Be concise. If it’s too long it will be delayed or deleted. Be relevant. Use the words, style and stories that mean something to your audience […]
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By: Rich Jernstedt Category: Rich’s Rules