Ready. Set. Collaborate – Five Ways PR is a Team Sport

Word PR.Working in public relations is as exhilarating as it is demanding. I can say with assurance that no two days are alike and that a career in this field promises to keep you on your toes at every turn. Most would agree that PR is for those who prefer to create their own destinies, blaze their own trails. There’s plenty of opportunity for this in our field, and that’s why we love it, right?

Sure, but as much as PR allows us the creative freedom to come up with ideas that’ll knock the socks off of our key audiences, PR is very much a team sport. Here are the top five ways.

Teaming up with customer service
In nearly all organizations, there is a segment of the team dedicated to one audience and one audience only: the customer. Since, ultimately, it’s the job of the PR person to attract more of them, you better believe that the customer service team is a key player in the success of the PR team. No need to be a mind reader when your fellow team members are talking to the customers day in and day out; getting to know their needs, their wants, their pain points and so much more. So what do you do? Turn that information into fuel for awesome PR campaigns and strategies.

Collaborating with designers
Once you’re ready to implement a campaign idea, it’s likely that you’ll want some creative assets to go along with it. In the visual storytelling age in which we now find ourselves, having a talented graphic designer on your side is priceless. Whether it’s creating an image to add to your press release or turning facts and figures into a beautiful infographic that can be shared across the web, a graphic designer can add tremendous value to the success of a PR team.

Tapping the stats guy (or gal)
Speaking of stats, nowadays we have more and more companies with a dedicated team member (or an entire team) who simply does data all day long. This is great news for the PR team because we all know journalists love data. Everything from customer trends and company growth to website traffic and Google Analytics; the data guys and gals are on it. Another reason you want to stick by the data miners is to help show and tell the value of PR and how it’s impacting the bottom line. For more on this subject, check out the previous blog post Communicating the Value of PR: Stop Dodging, Start Measuring.

Working with in-house experts
As PR people, we’re usually fielding media requests and coordinating interviews for others. Whether you’re on an in-house PR team or on the agency side, collaboration with your internal experts and thought leaders is a must. Successful teamwork requires more than just setting up time with reporters. It means collaborating on story ideas and PR opportunities that match the person’s expertise and that align with the organization’s goals and key messages.

Cooperating with journalists
Finally, we sync up with journalists to bring value to our respective audiences. Media pitching an idea and working with a reporter to bring a story to life requires input that meets the needs of both sides. On the one hand, reporters have a story to tell. On the other, PR pros have key messages to deliver to their target audiences. The happy medium is a story that adds value and brings something new to the audience.

What are some of the other ways you see PR as being a team sport? Would love to read about them in the comments section!

Andrea Carter is a Public Relations Specialist at AWeber, a certified news junkie and an aspiring world traveler. Check out Andrea’s back story here then follow her on Twitter @SheLuvsPR and connect on LinkedIn at

Designing a Noteworthy Newsletter

Overhauling your organization’s newsletter is no small feat. Content is and always will be king, but design is important, too. Whether you’re starting a new newsletter or sprucing up an old one, give your newsletter a fresh new look with these tips.

 Keep it simple.

Create a nice header to attract attention. If you don’t have a program like Photoshop to create your masterpiece, PowerPoint can be a great tool for creating your main image. Stick to basic shapes like squares and circles to create a clean, cool design. Remember, people like to see pictures of other people. Make sure the photos you select complement and relate to your text; include the head shot of the person you are writing about or who is penning the piece, or include photos of event attendees — not just the pretty centerpiece on the table. Make sure your photo doesn’t overpower the newsletter by limiting the length of your photo to about the size of your first paragraph of text.

Don’t serve the whole pie at once when a slice will do.

Link to longer articles on your website rather than including all the text in your newsletter. Newsletters are especially helpful for driving traffic to your website, so giving people a few sentences of text to summarize the article and a link to the full text can be helpful. This is will keep your readers from scrolling through a long email and tracking how many clicks each link gets can help you get an idea of what people are most interested in reading about. The same goes for your subject line. Try to avoid a standard “this month’s newsletter” subject line or anything longer than 50 characters. Also use a call to action or a catchy phrase from one of your articles to give your readers a reason to open it.

Add some color.

Even your most loyal followers can be turned off by something that is hard to read. Use color to flatter your logo by selecting a complimentary color from the old-fashioned color wheel. If your logo is light blue, maybe a light orange would add some pop. Adobe Kuler is a great tool to help you pick the perfect hue. Then alternate divider colors, or add a light shading to a text box to make it stand out.

Make your newsletter font-tastic. 

Zone in on what is important by making your headlines bigger. If everything in your e-newsletter is the same size, your readers won’t know what to read first, and a quick glance will become a blur. Increase the size of your headlines and make captions smaller. Also choose a font that fits your medium; a good rule of thumb for choosing your main font depends on if your reader will see it online or in print. San-serif fonts are easier to read online, whereas serif fonts are more appropriate for paper. To maintain consistency, avoid using more than two different fonts in your newsletter design.

Track your progress.

You won’t be able to tell if your redesign has had an impact if you won’t measure your readership before and after the change. Email marketing platforms like Constant Contact and Mail Chimp make it easy to track how many people are opening your newsletter and clicking on a link within it.

Need a little inspiration for your e-newsletter? Here are a few noteworthy examples and articles to check out:

Visit Fort Worth

Your Health, John Hopkins Medicine

City Winery Newsletter

The Non-Designers Design Book by Robin Williams

Principles of Design: Check Your Documents for Balance, Alignment, and Other Principles of Design

What tips you have for e-newsletters? Share your suggestions with us in the comments section below.

This post was written by PPRA Newsletter Chair Katie Grivna. Katie is a Development Associate at Covenant House Pennsylvania, a nonprofit organization that serves Philadelphia’s homeless, runaway and trafficked youth. Connect with her on Twitter or LinkedIn.