Don’t Hate Me Because…I’m a PR Person

In my first public relations job after college, I was fortunate to work in a media relations department at a large agency where I spent three years honing my PR skills and pitching media. I learned some very valuable lessons during this time that have helped me throughout my career.

One of the most important lessons I like to share with my small business PR clients is the relationship between PR professionals and the media. In many cases, the relationship can be beneficial for both parties. For the PR professional, it’s an opportunity to get their clients product/services in the press, and hopefully the journalist receives some sound expert advice or the perfect product to round out their article. On the flip side, we PR folks can be perceived as a bit of a bother given the large number of emails that the media receives from us. Since my DIY PR clients are often naïve to this little fact, I’ve put together some advice for my clients on how NOT to be hated by the media.

1. DO NOT SPAM! – I can’t emphasize this enough. Spammers blast out press releases to 100+ random reporters on a list. Spamming shows you haven’t bothered to read the reporter’s articles so it’s likely that the information isn’t relevant if the release has also gone out to 100+ other people. It’s a waste of their time and your time.

2. Quality not Quantity – Focus on a highly targeted list of media that is relevant for your business. Spend time researching the appropriate contacts and read up on past articles. This upfront research will help you to build a quality list of reporters who will be more open to hearing your pitch.

3. Read up! – Keep abreast of recent articles from your key media outlets. With so much information online, there is little excuse to not be following some of your priority journalists. I use Google Reader and it’s a fantastic tool to keep your favorite online media outlets in one place. That being said, it’s impossible to read every outlet that you want to pitch. If you’re pitching a publication you’re not very familiar with, do some online research, pick up the magazine or watch the show to ensure your pitch is relevant.

4. Email Pitch – Do not send out press releases as a first method of communication. Craft a tailored short pitch note as to why your product/service is relevant to the media outlet and the writer’s column. If there’s interest, then send the press release. (Pitch notes can be a bit of a science. I’ll dedicate a post in the next week about a well-crafted pitch note).

5. Follow up – This one can be tricky. As PR people, it’s in our blood (and our job) to follow up. First of all, no is no. If a journalist has declined your pitch, do not argue! It’s OK to go back with a different idea/angle, but don’t try to convince them on the same pitch. Following up is part of the process, but it’s important to walk a fine line between being effective and too aggressive.