I start with the results my clients seek, not the means of achieving them. Effective techniques vary considerably from market to market; my task is to deliver results, not public relations chatter. Clarity and accountability is agreed upon at the outset with clear budgets and success criteria.
How?
Personal attention – each plan is completely personalized. I listen before I act. My philosophy is to take few key clients and help them reach their goals.
Effectiveness – Once the plan is created I diligently work it through until the appropriate contacts are made and the plan is in action mode.
Focus – the focus is on the client’s goals. My success model begins with what my clients want to see when the program is completed. To quote bestselling author, Stephen Covey, “We begin with the end in mind.”
Accountability – we offer a checks and balance system for accountability. This keeps the line of communications open throughout the campaign so things can be tweaked in the middle should there be a need to alter the course.
Client service first – the aim of my business is to gather other clients by the obvious success found with their friend’s service. The most important part of my business is the client and his/her satisfaction. When I make the client’s work shine in the media, the client begins to reach their goals. A word of mouth recommendation is my most valuable asset.
Action Steps:
We begin by finding out who the players are at the various press outlets most appropriate for achieving your goals – this includes:
• We research not only who the beat reporter is covering your sphere of influence, but also who his or her editor is so that contact can be made with both.
• We contact the columnists and media “personalities” in your areas of interest. Some individuals are known for doing feature stories, a weekly social column, or hosting a targeted segment radio talk show.
• We put together a personalized press contact list – a spreadsheet including reporters, editors, station managers, news directors: their names, titles, fax numbers, e-mail, etc. This becomes your “little black book” for marketing your brand or current book project.
• We ask for the names and numbers of any other public relations people currently or recently working on a project, so as not to duplicate their efforts but rather double the effectiveness.
• Start pitching! We begin serving up story angles, interview ideas, feature stories, etc. to a reporter or editor. Sending out the generic press release is fine, but they often end up in the paper shredder. Reporters are busy – whether they work in print, radio and television, or Internet. The more creative, newsworthy stories we can serve them up ready-made, the more likely they are to bite.
• Visual images. If you can, include photos, videos, music or whatever might be appropriate and necessary with your pitch – or make sure you make it clear that you have photos, images, video, etc. available at a moment’s notice. This will also increase the likelihood that you will get coverage
• I don’t give up. Tenacity is the name of the game here. Getting free public relations takes creativity, planning and persistence! We offer good old-fashioned public relations by creating “real life” relationships with media contacts. We earn their trust and we only bring them outstanding interviews.
• We always follow up with a “thank you!” My job is more about building relationships than anything else. I send notes or make a personal call to let the reporter, editor and station know you appreciated the coverage. They’ll be more likely to remember you next time!
Public Relations informs, creates ideas, and persuades people and makes things happen. It establishes and maintains mutual lines of communication, understanding, acceptance and cooperation between an organization and its audience.