PR gurus can learn a lot from one of the greatest fictional detectives in the world: the Belgium sleuth, Hercule Poirot.  This detective can outwit the even the most cunning villains. How does he do this?  Poirot understands human nature so well, that he known how each person will react.  PRs need to do the same: know their story and know the people that they’re contacting.  So if you’re a murder mystery fan and PR professional, here are 8 top tips to become a PR sleuth.

1. Know the whole story, inside and out

Once a crime is committed, Poirot’s keen intuition about human character leads him to the solution immediately.  He spends the rest of his time confirming his suspicions by interviews, site visits, bizarre tests and other methods.  Successful PRs need to know the whole story of their campaign and the company that they’re representing.  They are the spokesperson after all.

2.  A different ‘hat’ for each situation

Poirot often dons different ‘guises’, portraying himself in a different light depending on whom he is speaking with.  PRs can adopt this method so that if they’ve contacted a thought leader in the tech industry then they are specialists in that area or if they’re chatting with a journalist focused on entrepreneurs then they’re up-to-date on that arena.

3.  Every detail tells the story of the ‘case’

Poroit knows that a slight change to a situation can make or break a case.  Is there perfume in the air, a chair askew or two wine glasses when there should be one?  All of these situations add to the whole story of the crime.  PR campaigns are no different. Each ‘case’ requires different platforms to tell the story.  In a digital-age, PRs have to re-purpose content to connect with people on different levels.  A campaign requires a Twitter introduction, LinkedIn message, blog post, podcast, viral video and, of course, press release.

4.  Sometimes building relationships requires a road trip

A sleuth knows that even the most brilliant mind has to get out of the office and see what’s going on.  While Poirot is adamant that his “little grey cells” can do all the work, we see him running around England (and sometimes even France) to get to the heart of the matter.  PRs need to get out of the office, get off the phone, get off Twitter and meet the key people that they’re trying to build relationships with.  While digital technology can start these relationships, getting out to networking events, CIPR talks, conferences or even informal drinks meet-ups can give you invaluable connections.

5.  In a digital age (or post WWI era) no information is secret

As Poirot knows from The ABC Murders, information travels fast.  If it’s a good story, you can guarantee that it will spread quickly, you just have to tell the right people. For digital-age PRs, social channels and Twitter especially can be an effective way to promote your company or product, but also manage to a crisis.  At the same time, if you’ve released a story, it’s free for anyone, anywhere to use.  PRs have to make sure that they manage the conversation, whether it’s face-to-face or through social media.

6.  Know the history, even if it seems unimportant

Poroit is famous for knowing random facts: which cigar ashes leaves a certain smell, where the dirt on your shoe came from and what your gloves can tell about your economic status.  Poirot reads the news, keeps up-to-date on social occurrences and gets out to meet people.  PRs need to do the same.  If there’s been a major announcement in your sector, tailor your next campaign to leverage this change.

7.  Sometimes, you just have to get everyone into a room

Poirot often waits until the climax of the story to collect all of the relevant parties and suspects into a room to unveil the crime.  This builds suspense – everyone is just bursting to know who criminal is – and it guarantees that everyone will be there.  In a digital age, gathering press for a major announcement may seem outdated, but it can be the most effective way to get all of the relevant people into the same room, at the same time.

8.  The most obvious suspect is never the murderer

A good detective looks at all the suspects carefully, without immediately jumping to the obvious criminal.  Sometimes, PRs have to analyse all of the people that they want to get in touch with to promote their business or product.  The most obvious contacts are major, international papers.  However, to get the most out of a major announcement, PRs have to use think-outside-the-box strategies.  Connecting with influential bloggers or using Twitter to build relationships with freelance writers or academics are other ways to promote brand awareness.