PR is often associated with media relations. After all, everyone seems to want that next big hit in the Wall Street Journal, or a spot on TODAY. But, PR is so much more than just media relations; and, while media may (or may not!) be a supporting tactic in a successful program, PR strategies need to start with the business objectives.
In the age of the 24-hour news cycle, it’s no surprise that journalists crave breaking news. But, did you know that’s the ultimate type of information for 77 percent of them?
The 2014 Business Wire Media Survey looked at what information and assets U.S. journalists need (and how they want to receive them) to effectively cover a story. Top of the list is obviously breaking news. No surprise there. But, what’s interesting are the other elements that reporters want to see in a press release. Read more
Some things in the world of public relations will always stay the same… Be authentic. Strive for credibility. Build relationships. Create storylines. Act fast. Achieve thought leadership…
But, the ways in which we achieve some of these still-critical elements have changed greatly over the years.
From circulation numbers to embedded URLs, from event attendance to social presence, and from direct mail to SMS, the PR world is evolving. Here are five outdated practices that have undergone a modern makeover with successful results! Read more
Last night, we helped coordinate a first-of-its-kind event for the Publicity Club of New England – a speed pitching panel! The idea was to give PR pros a very quick timeframe to get their story angle across and try to peak a journalist’s interest. The journalist would then supply feedback on what worked, what didn’t and what they’d like to see more of to capture their attention in the future.
We brought in six top reporters from the area, including Barb Darrow from GigaOM, Brandon Butler from Network World, Shamus McGillicuddy from SearchNetworking.com, James Denman from SearchSoftwareQuality.com, Steve Annear from Boston Magazine and Rob Westervelt from CRN. At the end of the night, they joined forces in a panel to collectively educate the PR pros in attendance on best pitching practices for the technology sector and beyond.
Some great tips came out of this, including a few outlined below: Read more
Ever since Forrester Research’s 2008 report, How Video Will Take Over The World, marketing and PR pros have been all over the rise of video content, especially since Dr. McQuivey found that just one minute of video is worth 1.8 million words! So, it’s no surprise that the media has caught on to the trend, too.
These days, journalists are more frequently conducting remote video interviews with expert sources via Skype, a Google+ Hangout or even Face Time. But, have marketing and PR firms’ media training services evolved to also incorporate training for these kinds of modern interviews? All too often, firms focus on the phone interview and in-person briefings, but, now, remote video interviews need to be added into the mix as standard. Read more
I was recently reading Frank Strong’s blog post, Are ‘exclusives’ still an effective PR tactic?, and it got me thinking… but before I could finish thinking, I was led to a whole slew of posts on the subject… not all of which were too flattering to PR.
While I’ve used embargos and exclusives successfully in my career, I do realize that this approach has some downsides. It can limit the amount of coverage for your client as other publications may be less inclined to write on the story once it’s already been written about. However, offering exclusives and stories under embargo gives PR folks a chance to generate good relationships with key journalists for future opportunities and is a way “in” with publications that might otherwise not pick up the news. This tactic can be risky if you’re afraid the news might get leaked, so you always have to make sure the source your pitching the story to is reliable.
PRNewser conducted a recent poll asking, “Which Tactic Did You Employ the Last Time You Released Big News?” They found that respondents answered “posted on a wire and pitched the release,” and “exclusive with one publication” equally at 32 percent each. So are other PR professionals shying away from going down the once oh-so-popular news exclusive route?
Perhaps TechCrunch’s public scolding of embargos that’s been going on for over a year has something to do with it. The debate around Michael Arrington’s post has continued with some other interesting reads I’ve included below:
- PR people: 10 ways to screw up @techcrunch’s embargo policy
- Hey TechCrunch, Enough With the Embargoes Already
- Even Though Many Reporters Hate Them, Embargoes Will Not End
What’s your preferred method of pitching out a news story?