PR Tip: Think Like a Reporter/Journalist

Reporters get TONS of pitches from PR folks every day.  There's no way they can do a story for every pitch that comes their way.  It's impossible and unrealistic.  

If you're contacting the media about your company, product, event or client, be sure to put yourself in their shoes.  A reporter's day is pretty hectic.  The worst thing you can do is get on their bad side.  And by bad side, I mean...not knowing some simple, basic things. Try to to make it easy for them.  Here are a few helpful tips:  

Do Your Homework - Make sure you understand the reporter and the reporter's audience.  Do some research.  Ask yourself--Will my story appeal to the reporter's readers/viewers?  Is my pitch something this reporter will likely cover? (Be honest with yourself!) Tailor your pitch to fit the reporter and his/her audience.

Deadlines - If you don't know what a reporter's deadline is, ask.  Nothing frustrates a reporter more than receiving a call from someone when they're working on deadline to finish a story. Typically with TV news, you don't want to call/contact them any time before a newscast. 

Yesterday's News (Be Timely) - News has a cycle. The term "yesterday's news" is real. Make sure that whatever it is you're pitching is timely and relevant.  Old news is not news and reporters will not be interested.  Things are moving fast in the newsroom!  Keep up!

Stick To 5W's - Reporters have a big appetite for information, but they also want you to keep it brief and stick to the facts.  Remember, you want to make it easy for them. Give them the WHO, WHAT, WHEN, WHERE & WHY of your pitch.

  

No PR Strategy For Your Small Business?! - WHY???

If you're a small business and you haven't thought about a PR strategy for your company, I just have one question for you:  What are you waiting for, my love???

Listen.  PR is THE most cost-effective alternative to expensive traditional marketing. It's one of the best ways to let people know you're here.  It's word of mouth and it works.  Trust me. 

Before I give you some PR tips, be sure to think about your strategy first.  That includes understanding your audience, determining your company goals (be specific!) and creating effective communication (key messaging that will reach your audience, tone, etc.).  Start there and remember to plan your strategy based not on the here and now, but where you want to go.

Here are some other PR tips: 

Social Media - Careful.  Just because social media is free, doesn't mean it's a one-sizes-fits-all kinda thing.  First, be clear on what your goals are (that's the strategy part).  Are you looking to get more media hits?  Publicity around your launch or the launch of a new product?  More exposure?  Increased sales?  Second, know where your customers/potential customers are: Facebook, Instagram, Twitter, etc?  Lastly, commit to engaging in a social media channel that's right for your business, and do it!   

What's Your Story? - If you really want to connect with people, I mean REALLY connect with people, you gotta be transparent.  The best way to connect with people is through storytelling.  You left corporate America to fulfill a life-long dream of mentoring kids?  Share that!  Don't be afraid to share nuggets of your life.  

Partner With Your Local Community - Tie your company to a non-profit cause.  Giving back to your local community is not only the right thing to do, it will likely garner you some media attention.  

Don't Be Shy (Closed Mouths Don't Get Fed!) - Get out and about!  Make new friends. Meet and connect with people in your community.  Attend social events, exchange information with others about their businesses and follow up.  Some folks call that "networking" (ugh--I hate that term!), I call it building relationships. 

Show Your Personality (Have Fun!) - Whether you have a food truck, a pet-sitting business or a new hair salon, you have to love what you're doing. You have to.  Bring that love, energy and enthusiasm to your work.  People do business with people they like. Always remember that.