The R in PR

‘Hello, it’s Sarah’ said the young voice on the other end of the phone.

It might have been the volume, or it might have been the accent, but I was quickly able to put a name and face to my caller. (I’m not good at this simple task: I’m often reminded that I once passed my wife in the street without noticing her.)

So let’s give Sarah credit for having a common name but being instantly recognisable. One of the best people I ever hired in PR consultancy, also a Sarah, has this gift of quickly getting onto first name terms with clients and journalists. It’s not the whole of PR, but it’s a good starting point.