By Remy Raitt

Manners matter regardless of what profession you’re in. But when it comes to PR, politeness is paramount. “[I]t’s especially important because you’re representing a brand or individual and you’re speaking on their behalf,” says Thato Tholo, PR and social media account manager at Red Flag. “Thus the most courteous and respectful tone and manners are required when addressing media in order for you to get the best results for your client and to maintain good relations with your media contacts.”

The Creative Group in an article for PRSA say rapid advancements in technology make slipping up all the more easy. Hurried mails, forgotten replies and social media faux pas can make reputation maintenance a trickier job. “Today’s high-tech world calls for vigilance, good judgment and excellent etiquette,” they say.

Email etiquette 

Tholo says today’s PR practitioner does most of their correspondence via email. “I’d say tone is the most important way in putting across one’s politeness,” he says.

A good PR will reply to emails timeously, avoid jargon, slang and superfluous statements. “Write clear and specific subject lines, break big blocks of text into bullet points, and proofread for clarity and grammatical accuracy,” says The Creative Group. “Avoid using texting shorthand and industry buzzwords that might confuse clients or co-workers from other departments. And don’t add to others’ overflowing inboxes by copying them on messages that aren’t relevant to them.”

Most importantly don’t troll or spam the media, your clients or colleagues. Send useful, coherent emails that assert your relevance.

Following up

Tholo says following up after contact with clients and media is important, but should be done in moderation. “You can remind them about what you sent and what the follow up is about and if they are unable to find it, resend whatever it is and follow up that way you’ll be top of mind,” he says.

Lisa Edwards the director of Robertson Edwards PR says with regard to clients; “it’s in their best interest to come back to you so that you’re able to get on with it”. “With a journalist – don’t follow up unless you’re very sure they might not have seen it, or require additional information,” Edwards says, “If they want it – they’ll be in touch.”

Sociable social media

Many of these factors can be applied to the way the PR approaches social media too. The Creative Group says PRs should never take to social media to vent as this could easily negatively their own reputation as well as their clients’ or firms’.

Well-behaved wording

There is no excuse for poor grammar or spelling, whether it be an email, press release or social media posts. Errors show sloppiness and apathy.

Tholo says PR’s should also avoid certain words: ‘cannot’, ‘damage’, ‘do not’, ‘error’, ‘fail’, ‘impossible’,’ little value, ‘loss’, ‘mistake’, ‘problem’, ‘refuse’ and ‘unfortunately’ should all find their way out the PRs vocabulary. Edwards advises to avoid cliché’s like ‘innovative’, ‘revolutionary’, ‘leading’ and ‘cutting-edge’. “Be concise,” Edwards says. “Back your statements with facts.”

Face-to-face grace

In the real world, Tholo says PRs should always “look presentable and portray what you want clients or media to perceive you as”. Edwards says you need to provide the skills you’re being paid for. “The client is paying for you to have an opinion – an informed and experienced opinion. Just be straight with them,” she says.

Tholo says knowing people’s names will also ease tension and will set new relationships off to a good start. From there different situations will have to be approached, gracefully, professionally and respectfully.

Are you a PR professional? What are your top tips for excellent professional etiquette?