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The Two Most Effective Media Relations Tactics for 2013

two most effective media relations tacticsYou want more publicity, don’t you? Whether it’s for yourself, your organization or the clients you represent, more publicity is a good thing. For many of us, it’s what attracted us to media relations in the first place. It was pure magic the first time I read an article in print that was the result of a story I pitched. In this post, I’ll share what I believe to be the two most effective media relations tactics for 2013 (hint: it’s all about inbound and real-time).

Before I get to the two most effective media relations tactics for 2013, let’s agree that the smile and dial approach doesn’t work anymore.  In the example I shared above, I used the ‘smile and dial’ approach to land that first placement. Back then, if you called enough reporters, you would eventually find a couple willing to listen to your pitch – and perhaps one or two that would write a story. When I think back to what I was actually doing, I was interrupting busy journalists with pitches that probably had nothing to do with the stories they wrote about on a daily basis. While I’ve long since learned my lessons (and taken my fair share of tongue lashings from irritated journalists), I worry about the young professionals who are still calling down a media list trying to get anybody to write about the story they’re pitching. It’s wrong and it gives the PR profession a bad name – even if media relations is only a small subset of all the elements of public relations (for you purists out there). [Read more…]

Every Brand Has a Story To Tell

every brand has a story to tellOne of the first clients I worked with out of college was a toilet company. Granted the company was the largest international manufacturer of bathroom fixtures – products every house and office in the developed world has a need for. But imagine my enthusiasm as a freshly-minted PR professional, being told I would be working to secure publicity for toilets. I’ll admit, I wasn’t excited at first. Some might be discouraged by such an assignment, but I’ve always believed there’s a good story behind anything.

Maybe it was growing up in the plant business that gave me this perspective. After all, in the plant business, you take some seeds and some cow dung and turn it into something beautiful that people want to pay good money for. I think there’s a parallel behind that experience and the work I do bringing brand stories to life today. No matter how strong the smell of manure, I know I can make it flourish with just the right amount of tender loving care. [Read more…]

What Led You to PR or Journalism?

how did you end up in pr or journalism?Time for some reminiscing. Think back (for some of you, think way, way back). What led you to PR or journalism? Did you know you wanted to work in PR or journalism before college, or did you discover the field later in life? If the latter, what did you do before?

If I’m asking you to share your story, it’s only fair I share mine. I wrote for my high school newspaper and loved it. I edited our class yearbook in high school and loved it. I even spent my free time at home working on an underground newspaper (much harder in the days of typewriters) – which I also loved. [Read more…]

PR is the MVP of Super Bowl Advertising

sodastream.pngAccording to Time, the average cost of running a 30-second spot this coming Sunday is $4 million – up from $3.5 million last year. How do you maximize that type of investment? Kick the PR machine into overdrive in the week leading up to – and following – the big game.

The unsung heroes behind the success of Super Bowl advertising – at least in recent years – are the PR teams that work to generate buzz, anticipation and excitement for the ads before they air. It wasn’t that long ago that we had to wait to be surprised during commercial breaks on the big day. Now, particularly with the dollars at stake – and also in the age of social media, where buzz needs to be seeded a bit – success requires a full-on assault of all marketing disciplines. [Read more…]

How to Prepare for Press Interviews

As the next installment in my series on message planning and delivery, I’d like to focus on preparing for media and analyst interviews – a critical component to generating brand awareness for your organization (or clients) and taking your message to the masses, one journalist at a time. Here are the steps I recommend you take in preparation for media interviews, in order to consistently deliver your key messages to the influencers that reach your target audiences. [Read more…]

The Top 12 Journalistics Posts of 2012

Our top posts for the year post has become a tradition at Journalistics. While some might think an annual rehash of posts is a weak attempt at squeezing one more blog post into the year, well, we’d have to agree with you. Regardless, it’s a great way to showcase the most popular content from the year for new readers – and it’s a great opportunity to get your feedback on the types of content you’d like to see more of in 2013. As you review our top 12 posts from 2012, we hope you’ll take a couple of minutes to comment on the post – either offering your feedback on posts from this year, or chiming in on what you’d like to see from Journalistics in 2013. [Read more…]

Where To Spend Your Marketing Budget in 2013

If you’re a lucky marketer, when you ring in the New Year on Monday night, it will also mark the start of a new budget year for you. If this describes your situation, you’ve most likely spent the last month in planning sessions – figuring out how to get the most for your marketing dollars. If you’ve got your plan fully-baked, I’m going to hope that some of the tips I provide below are already on your roadmap for 2013. If not, I hope I can persuade you to consider some new options. If you’re a procrastinator and you haven’t started to think about budget allotment for 2013, I’ve done some of the work for you below. If it were my budget, this is where I’d spend it in 2013.

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Message Mapping for Stronger Relationships

I think Lewis Caroll said it best, “If you don’t know where you’re doing, any road will get you there.” I think a lot of marketers live by this quote. They arrive at their messages when they get there. Their messaging evolves over time, but as such is incredibly inconsistent to the eyes and ears of the audience. To build any form of message retention among your target audiences, you need to be consistent across all your interactions. Everywhere your audience interacts with your brand, the message should build upon the last interaction. One approach to making sure this happens with relative predictability is to map your messages across the stages of your relationship with any particular target audience.

Say what? Every audience you interact with is made up of people. Just like your interpersonal relationships, your relationship with these people builds over time. It gets stronger or weaker based on the stimuli you bring to the table. Thing about the strongest relationships you have in your network. What are the common threads? Chances are you make a deliberate or subconscious investment in the relationship. You make an effort to get together. You regularly share information via email or social media channels. Perhaps you just remember them on their birthday. The more frequent and positive your interactions are with this person, the stronger the relationship. [Read more…]

Action, Reaction, Interaction and Transaction

I’ve been writing a lot about strategy in this series on message planning. When you enter the execution stage and start to plan your individual messages that support your strategies, it helps to think about the results and performance you plan to achieve with each message. I think it’s useful to go through the exercise of planing the ideal action, reaction, interaction or transaction you might produce in response to each message. [Read more…]

Find and Define Your Audiences

There’s an audience for anything and everything. Do you know who your audiences are? How about your most important audiences? There’s a stage in message planning that I like to fondly refer to as audience identification. I don’t know why I like to refer to it as audience identification, because it’s really the definition that’s the most important part. Rather than get caught up in semantics, let’s just focus on the two components of audience identification I find most useful. You should start your audience identification process by grouping your audiences into categories. From there, you can develop some personas that best represent subgroups of these audiences. If you’re fortunate enough to have actual data to play with, you can take things a step further and get really granular with your audience identification. I’ve summarized my perspectives on this approach below for you to think about more. For those of you that actually do audience definition for a living, please jump in and give the readers something more constructive to work with. [Read more…]