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.

  

Apple's Awesome PR Sauce: Their Customers

Apple has THE best PR team ever!  Their customers.  

Think about all of the people you know who use Apple products.  Tons of them, right?  They don't just use the products, they're die-hard, lifelong evangelists for Apple.  Say something - anything bad about their iPhone, MacBook Air or iPad and those folks will come for you with the ETHER! 

Not only are they loyal customers, but they encourage others to do the same.  It's almost like they work for the company.  Like they own stock in Apple!  They're so serious that...Apple users will look at you funny when you say your cell phone is an Android.  And if you tell them you're still using a Blackberry???  Whoa.  They'll give you a blank stare, giggle or shake their head in disbelief.  Their passion is undeniable.  

Why?  They genuinely believe Apple products are THE best.  And that's PR at it's best!  Great PR influences people's perception of a company, product or brand.  So much that they want to share that enthusiasm with others.  So much that the cost of that product or service is secondary.  So much that they will defend that company, product or brand to the very end! 

Apple's awesome sauce is grounded in phenomenal PR.  Their reputation has created this army of supporters and customers who carry that Apple torch (proudly) through the rain, sleet or snow. 

Whether you're an Apple fan or not, you gotta respect that.  

    

A Press Release Is NOT a PR Strategy

I received a "SOS/help" text message recently from someone looking for a press release template.  A template?  In all fairness, this person doesn't work in PR.  And to my knowledge, they've never worked with a publicist or a PR professional directly on a project (In other words: They've never hired a PR person).  I don't know why this person needed a press release, and I totally understand their blindness when it comes to PR, but it got me to thinking....  

Sooooo many people think that the magical, enchanted press release is the key to gaining positive exposure for their product, client and/or service. That somehow, sending a press release is going to land them a spot in a national publication or popular network show. Nope.  Nothing could be farther from the truth! 

Now, don't get me wrong.  A press release does serve a purpose.  But, it's simply a tactic; A piece of an overall PR strategy. Tip: In order to be effective, a press release should be relevant and newsworthy.  It should tell a story of value, and it should be well written. Why?  If your press release is created correctly, your chances of having it published "as is" increases significantly.    

Sending out a press release to the media is great, but it shouldn't be the extent of your PR plan.  It's equivalent to trying to swim in three feet of water.  You'll just be flapping and kicking your heart out...and going nowhere.

For The Love Of Everything Holy, Protect Your Brand!

Real Quick:

A lot of people think only large corporations and business conglomerates should be concerned about their brand.  Wrong!  Always remember that you are a brand.  Yes, you!  Think of yourself as the CEO of you.  It doesn't matter if you're a teacher, a police officer, a business owner or someone in the spotlight. YOU determine your brand (make sure it's authentic).  YOU work hard to maintain your brand (manage people's perception of you).  YOU protect your brand.    

Side Note:  The "Beyonce" brand  (Yes, she's a brand) is an excellent example: Talented.  Professional.  Business woman.  Mother.  Fashonista.  Wife.  No-Drama.  Philanthropist.  Whether you're a fan or not, you gotta respect the Beyonce brand. 

I recently watched a reality TV series (I know, I know. *holds head down in shame*) where a very popular, talented, R&B singer single-handedly destroyed her brand over the course of a few weeks.  

What took years to build, she tore down in one season of reality TV.  Show after show, her ego, attitude and unwillingness to collaborate with other artists was almost too painful to watch.  And on top of all of THAT, she also came across as a bully!  Whew!  #fail

The "PR" me cringed every time I saw her and her antics on screen.  

Lesson:  Don't compromise your brand for anyone or anything.  Commit to that.  Remember to always protect your brand.  And think before you react.  Ask yourself, "Is this helping or hurting my personal brand?"  If it's hurting....do I even need to say anything else?

Note:  If you're ever asked to do a reality TV show, remember this: The production company doesn't have fans, a reputation or a brand to protect.  It's your responsibility to protect your brand.