You can be a PR light

It’s hard to focus on celebrating while processing the tragedies at Australia’s Bondi Beach, Brown University and others.

But this time of year is reminds us that humanity is most powerful when things are darkest.

Rising above the noise isn’t just a nice idea. It’s PR’s job. In a nod to Chanukkah—or Hanukkah—or Hanukah (IYKYK), I hope my eight PR tips show you the light when things are slow or looking into next year feels uncertain.

Our role is to “Be the PR light.” Like the shamash (the “helper” candle), we spark in your entire mission. We don’t just hold the flame; we ignite others with it. PR can light the way for your business, book or ball to shine brightly.

Sometimes public relations feels like a grind, but our real work provides clarity and truth through storytelling. Use this eight-point checklist to light the way for your people:

🔥 Identify PR goals: Know what success looks like before you start. Do you want clicks, shares or ROI?

🔥 One clear note: Pitch one main message. In a world full of noise, simplicity is a gift. This helps you stay focused during interviews and when you create owned media.

🔥 Keep it human: Kill the jargon and filler. People connect with people, not corporate buzzwords.

🔥 The clarity test: If a pitch or message is confusing, it fails. Clear communication is a form of respect.

🔥 Timing is everything: Focus on timing and tone over volume. It’s not about how loud you are or how many story angles you have; it’s about what you say.

🔥 Respect gatekeepers: Editors and reporters are under immense pressure right now. Treat them as people, not databases.

🔥 Prepare to shine: Prep your spokespeople for interviews. Confidence comes from being ready for anything.

🔥 Add value: When you follow up, bring new insight or a fresh angle. Don't just ‘check in.’

Let’s commit to being the light—for our industries, for our communities and for one another.

Sending strength to our friends in Australia, Rhode Island and light throughout the world. 🕯️

(READ ON FOR NIL NUGGET) 👇🏼

Vanderbilt’s Pavia proved all PR isn’t good PR

Coaches and parents are using Diego Pavia’s unwise social media post after the Heisman Trophy ceremony as a teaching moment. Read on (and sign up for more) at NILPublicity.com. https://nilpublicity.com/p/pavia-s-post-is-a-lesson-coaches-parents-and-athletes-can-t-ignore

(THIS WEEK’S CHANCE TO GIVE BACK) 👇🏼

👏🏼 Just BeCAUSE

This month, I’m highlighting non-profit organizations I trust and why your donations go further when you support them.

The V Foundation for Cancer Research has granted more than $458 million to cancer research. Just as important as the cause, 100%—every penny raised—funds research and scientists’ work to accelerate the work to destroy the disease and save lives.

The late NCAA title-winning, Hall of Fame basketball coach Jim Valvano created the V Foundation while he was fighting his own battle.

Related funds have added to Valvano’s mission, but none more than dynamic basketball analyst Dick Vitale, who is devoted to eradicating pediatric cancer. I can personally vouch that Vitale is more passionate about fundraising than he is about hoops, if that’s possible. (“Nice to see you, Gail. Please help me pass out these flyers!”). He has personally raised more than $105 million and wants to surpass $120 million during his 2026 gala. After his own fight, Vitale will tell you that he doesn’t want to see another child suffer.

Again, 100 percent—all dollars you donate go to cancer research.

— TTYS —

©2025 Gail Sideman; gpublicity.com; SIDEbar