What does mediocre look like?

To us, mediocre looks like playing it safe. It’s doing the same ol’ same ol’ over and over again and expecting the same or increased results.

Like Johnny Rotten quipped to Sid Vicious in his Cockney accent, “This is borin’, borin’, borin’!”

Mediocrity doesn’t fly when creating a new product, nor does it achieve results in the PR arena. Yet when it comes to tooting one’s own horn, there are companies out there doing some really great things, but are barely bobbing above the fray. They’re either making no noise at all or creating a sound so meek, no one can hear it.

Fortunately, PR is not rocket science. It does, however, take dedication and strategy. It also takes imagination and verve. It’s amazing what PR can do, given the right circumstances and drive.

PR can:

• Build an image

• Reinforce and further an organization’s reputation

• Raise awareness

• Educate

• Increase understanding

• Change behavior

• Build credibility

• Influence opinion leaders

• Motivate your audience to action

There is nothing mediocre about that!

The dynamic part of PR is looking at all the vehicles at ones disposal and strategically putting them into play to create the biggest impact.

Some of the more frequently used PR tools are:

• Press releases, media alerts, and press conferences for timely or breaking news

• Special events

• By-lined articles

• Speeches

• Pitches

• Photos, B-roll videotape, other visuals

• e-Newsletters

• Web site content

• Blogs, forums, etc.

As important as these tools may be, they’re nothing without proper utilization. Think power saw! It’s really important to consider the audiences and know what makes news. In other words, think like the people being targeted and position your not mediocre product in a new, unique, unusual or controversial way. Seek to educate.

Regardless of the objectives, strategies, or tactics - do not be mediocre!