Added 5% to your PR style: From good to great

Photo By: Joe Penniston. All Rights Reserved 2009.

Competition is fierce and in today’s economy it is important to strive to make your business better than the one down the street.
Easier said than done. I agree. So what do you do?
You turn to the added five-percent.
The extra five-percent is the difference between good public relations and great public relations.
Walt Disney had the best philosophy implemented into his parks when he acknowledged that from the executives to the street sweepers everyone picks up the trash. Everyone is responsible for customer service.
The same philosophy should be applied to every company and each project.

  • Remember every coin and monetary bill has more than one side. Two heads are better than one and most of all, the more dead presidents in your bank account the better for your business.

While, the executives are in their office buildings coming up with strategies and plans, John, Jane and the rest of the Doe family are rummaging through the Disney theme parks having face-to-face contact with the street sweepers, cashiers and other ground-level cast members.
The Disney cast members are known for being some of the friendliest and most helpful employees in the world.
This was no accident.
Early on, Disney learned and knew what it took to make customers keep coming back. Every company should apply the same philosophy to achieve greatness.
It is the smallest details that keep us, as consumers, and people seeking services, coming back for more. It is those same small details that will keep us in business for the long haul ahead, economy-willing.
Think about all the stores and businesses you frequently keep going back to. I am not talking about the supermarket down the street because it is the nearest to your house. I am asking you to think about your hair dresser, your bank, your butcher or doctor.
What makes them special and important to you?
Is it remembering your birthday?
Is it cutting your hair just perfect, so that it is not too long or too short?
Is it the cup of tea you get offered while you are sitting under the hair dryer reading your magazine?
Is it the bartender at your frequented Happy Hour location of choice who remembers just how much ice you like with your Long Island? (Who also gives you the Happy Hour special when it is 8:05 p.m. and Happy Hour ended at 8:00 p.m.)
In public relations, going to the extra five-percent means saying, “I will try.”
The extra five-percent is living the “if…then…” statement.

  • “If {this} happen, then {I will try} to do {this}.”

It means thinking of the negative and positive before it happens, it means knowing your field better than your competition, producing results and making at least two plans for each scenario “just in case.”

Photo by Caribb. All Rights Reserved 2009.

Think about Federal Express and UPS.
The extra five-percent for those companies is giving you a tracking number to view your package as it makes its way to your house from anywhere in the world.
As public relations professionals we need to step up and really ask our clients what they expect of us and what they want.
We also need to remind them why they hired us every once in awhile should they forget.
Most of all, we need to foresee the unseen and detail our practice to meet our clients needs, thereby, eliminating the competition by adding our extra five-percent of greatness.


Little Pink Book’s Rule of PR #3:
The extra 5% is the difference
between good & great
public relations.


Sasha Muradali runs the ‘Little Pink Book’ . She holds a B.S. in Public Relations and an M.A. in International Administration.

Copyright © 2009 Sasha H. Muradali. All Rights Reserved.


  1. Brian Simpson says

    Terrific post, Sasha! I couldn’t agree with you more. I wish every Fortune 500 CEO would read this, because I think many companies need to be reminded of this concept Disney has in place. How often have we seen a terrific PR campaign or advertisement and thought to ourselves, hmmm … I think I WILL give that company/product/service a try, only to be disappointed by the same company’s poor customer service at the location down the street? I think this 5% concept is brilliant!

  2. Hi Brian,
    Thank you so much for your kind words! I couldn’t agree more. It doesn’t really take as much “effort” as people think to go from good to great. It takes patience and a great attitude.

    Best wishes,