Case in point though – journalists want to be able to see your expressions and can connect with you through body language. That can be a challenge over the phone, and especially through e-mail.

OHHH…. you’re so funny.

Great point about RACE…. we learned that in my PR classes. It’s a great tool and something to rely on when going through the process.

On a serious note. For me, the thing that comes to mind when working on any PR or marketing activity is R-A-C-E.

Research – How can you start any project without researching first?
Action – What do you want to achieve?
Communication – How are you going to achieve it?
Evaluation – Did it work? What worked well? What didn’t work?

Jay – I love your reasoning behind flexibility. A plan isn’t always going to work, and we have to be able to take another road if need be.

Thanks for reading!

If you’re not flexible, willing to change on the fly and work around obstacles to still achieve the goal at hand, you have no chance in PR. Too many times you hit roadblocks, and either you find a way to get around them, or you fail. For most of us, failure isn’t an option. There’s always another solution, you just have to be flexible (and creative) enough to find it!