Some of the keys are First: Even though press coverage produced by Public Relations efforts does generally end up indirectly yielding sales, PR is not meant as a means to do so. Instead, it is primarily intended to only raise awareness of a brand or individual, and to generate industry credibility. Consistency is the key.
Second: Do not rely solely on a Public Relations campaign to make your brand succeed. While very valuable, it is not a miracle drug. As with any business, there must be many different factors at work. For example, if you do not have a proper distribution strategy, consumers will have a harder time locating your products, so any press coverage produced will not work to its maximum potential. Also, if you do not implement a full marketing approach, including marketing and advertising efforts, you will limit the impact created by your Public Relations strategy.
Third: Although it is difficult, albeit almost impossible to monetize Public Relations efforts, one of the most widely used methods of determining whether or not you have made your investment back is in measuring the cost of your PR efforts by the amount of ad equivalency value you have received. For example, if score you a cover story in a magazine -- and the cost to purchase an advertisement of the same size in that publication normally costs $10,000 -- you may have already recouped your investment.
What useful websites and tools did you find in your investigation of research resources? Facebook, Twitter Google.
What nations and cultures have you worked with? How are they different and similar to one another?
Fourth: Once you commence a Public Relations campaign, do not consistently change your expectations or goal. If you start the campaign with the expectation that you would only like local or regionalized press coverage, don't up the bar on your publicity team every time that coverage isn't yielding the results you were originally hoping for. Doing so not only tells the public-at-large that you do not understand your own message, but it also creates a stop/start momentum that can be detrimental to your PR campaign.
Fifth: Even though you might believe you have the best product on the market, not everyone will agree. Your product or service may be the best thing since sliced bread for one media outlet, and not to another. If you are expecting to get on Oprah or Ellen, but do not have the story to back it up, you may want to scale back your expectations