Over the years, I’ve met a variety of PR people, from new graduates to grizzled veterans. The new graduates can be forgiven any ignorance about what constitutes effective PR in the real world. But I have a hard-time dealing with veteran PR people who still cling to the old, outdated ways.
I have a lot of Public Relations “Principles.” And even though the technology and the PR environment have changed, these ten constants, I believe, haven’t:
- Target your pitches! No shotgun approaches!
- If you want to anger a journalist (who, these days, may possibly be doing the job of two people), send him/her a proposal totally unrelated to their beat.
- LEARN HOW TO WRITE!
- Then, learn how to write effective business communications...which is different than just learning how to write.
- Learn the concept of a pitch (strategy, tactics, campaign, etc.) that benefits the journalist – as well as your client (internal or external).
- Effective public “relations” is all about establishing relationships. And nurturing them.
- Read everything you can about this profession!
- Think of yourself as an important resource for the media.
- Realize that your client’s (or company’s) story may seem great to them...but might not seem that way to the media. And then consider alternative approaches.
- Try to work with clients who understand that the most effective public relations campaigns often take a little time.
Many journalists are doing the jobs of two people these days, and sometimes don’t even have the time to look at good pitches. So I try to educate clients that their “great” story, product, service, etc. is “great” only if it offers the readers or viewers (the end-users!) advice or knowledge that can improve their lives or businesses.
It’s cost me a potential client here or there. But I’ve never regretted it.