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The Umbrella Model of Public Relations: A New Way to Approach PR

I’m so incredibly excited to finally share with all of you a project literally years in the making here at Game Changer…

Today, I am proud to announce that I am introducing my new Umbrella Model of Public Relations!  I hope you’ll get as much value from it as I have been for the last several months, and that it will start a discussion in our industry that will elevate us all and make us better at our craft.  To download and/or read a white paper and images for the Umbrella Model of Public Relations, please visit http://gamechangercommunications.com/umbrella-model/.

As I’m sure you’re well aware by now, whether you work in PR or not, it’s really hard to define public relations.  According to the Public Relations Society of America (PRSA), the leading trade organization in our industry, “public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”  Ummm…that’s pretty vague.  What does it mean?  How do we translate that into concepts and practices that will add value to our clients and organizations?

I developed the Umbrella Model of Public Relations to help solve these challenges. The model presents the entire spectrum of how people and organizations communicate and build relationships with their stakeholders in a visual, easy-to-comprehend way. This provides a roadmap for organizations to easily develop a holistic PR program with varying types of communications elements.  Even better, it means we all finally have a tool to show our parents, spouses, etc. so that they can truly understand what it is we do for a living!

While the Umbrella Model is just now available to the public, I have been using its underlying principles throughout my entire career as a way to move the needle for my clients in the ways that matter most to them. I have found that by having a clear understanding of what PR is in its entirety, I can develop more efficient and effective communicative strategies to help organizations meet their goals. I would love to talk to you more about the model and how it can help you do the same thing for your clients and organizations, so please don’t hesitate to reach out.

I also should mention that several people were very helpful to me in thinking through the model and ultimately producing the final versions you can see today.  They include my colleague Kyle Kapustka, Deirdre Breakenridge, Heather Whaling, David Kostik, Michael Porter and Melissa Harrison…and many more who listened to me talk about it for months.  Thank you all so much for your help!

I look forward to all your feedback, and the great discussion that is to come!

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