Tag Archives: New York Times op-ed

A PR Lesson Courtesy of Angelina Jolie

Angelina Jolie

Yesterday, I shared an example of a bad public relations practice. Today, we’ll examine a technique that worked very successfully – Angelina Jolie’s New York Times op-ed about her decision to have a preventive double mastectomy because her doctors estimated she had an 87 percent risk of breast cancer and a 50 percent risk of ovarian cancer.

Why do I consider Jolie’s announcement a successful use of public relations? For starters, she used an op-ed as the vehicle to convey her message. Op-ed articles are one of the rare public relations tools that allow individuals and organizations to choose their own wording and phrasing when they communicate with the public. With it comes to press releases, press conferences, speeches, interviews and other public relations tools, the journalists who report those stories select the parts (if any) of those materials that make it into their news accounts.

Continue reading