Public relations (PR) can be daunting to those unfamiliar with its purpose in the marketing world. That’s because it can’t always be easily defined or compressed into a neat and tidy explanation. The responsibility to uphold the reputation of a company or organization falls into the laps of those asking, “How can I tell this story in a way that builds trust and confidence with my target audiences?”

In order to craft the greatest press releases, and to give voice and reason to clients who deserve nothing but the best, it’s vital that businesses familiarize themselves in principle PR practices. Our list of the top four PR rules to live by is a great place to start.

1. Keep it simple.

When it comes to writing press releases and other news for the public, it’s best to be brief and focus on the topline facts. The goal is to create an understanding for the audience without overloading them with information. Think about it this way; would you want to spend ten minutes reading paragraph after paragraph about an event when this is the first you’ve heard of it? Of course not. However, you may be a little more willing to read an event summary in order to gain insight.

2. Post, follow, share. Utilize social media platforms.

Social media usage is consistently rising, giving businesses several platforms to share their work with their key audiences. For instance, one simple post on Facebook can be shared instantly to a huge number of select targets. That means that effectively communicating a message has never been easier. Create an account on multiple social media platforms in order to reach a wider audience, post what is most important for your company, and begin to meaningfully engage with your audiences.

3. Write for the best, plan for the worst.

There is always the potential for a PR situation to either fly high or come crashing down. People make mistakes constantly, even more so, it seems, when those mistakes have the potential to be broadcasted to the general public. It is crucial for employees to be trained in crisis communication. Having a flexible plan in mind will mitigate stress if a PR disaster ever strikes.

4. Build strong relationships.

Public relations focuses on telling a story, rather than selling a product, which is why it’s important to establish a strong client relationship. Taking the time and effort to get to know your clients can go a long way. Creating a genuine relationship with a company can give you insight into why they do what they do, and in turn, that makes your job easier. Good PR is earned rather than bought, so forming a bond with the people you write about is encouraged.

These are just a few of the best practices that PR professionals follow. By keeping these basics at the forefront of your process, you can ensure that you’re always starting with a strong foundation. Use these when establishing your next PR plan and see how effective these principals really are.