This blog is geared towards brands looking to learn about PR, and PR professionals looking to keep up to date on the latest PR trends and news
It’s something every PR professional faces at one time or another -- gaps in the marketing cycle where it seems that absolutely nothing is going on. There are no new product releases, no customer announcements or events, no trade shows. There is seemingly nothing to reach out to the media with. It’s almost as if you have to create your own news to get coverage. And, actually, that is a pretty good idea.
When your company is in a slow news cycle, or you are just looking for new reasons to stay in touch and relevant with your colleagues in the media, data storytelling can help get you over the hump -- and potentially create an ongoing channel of news for your company.
It can be hard to catch the attention of reporters even when you DO have news. In fact, 47% of reporters and editors say they receive more than 10 pitches a day, and nearly 10% receive more than 50! How do we know that? Because a company did a survey of...
As sometimes solo practitioners, it’s not always easy for remote PR and Communications professionals to stay on top of the latest public relations tools, tips and tricks. If you’re lucky, you’re keeping your clients busy with new product launches, executive thought leadership blogs and articles, industry events, and interviews with media and analysts.
But it’s important to keep up to date with what’s going on in the industry, and that means frequently brushing up on PR fundamentals. Something you read will inevitably spark some ideas about how you could be serving your client even better than you are today. Staying fresh ensures you and your clients are always putting your best foot forward when it comes to media exposure.
As shown in some of our more popular blog posts over the past several months, great public relations can be boiled down to three key themes:
As a PR professional, you’re well-versed in writing guest posts/contributed content (same thing) on behalf of your executives, spokespeople, or even yourself. You’ve determined the outlets your audience is reading or watching, you’ve created a refined media target list, and you have a great topic in mind for your client or subject matter expert (SME).
More often than not however, the first step to getting your content published is pitching the reporter an abstract of what it is about. An abstract is an effective description of what you are proposing to write and a lot of reporters will ask for this FIRST to be sure the final content you deliver is aligned with their media outlet’s own objectives. There are some exceptions where an editor won’t want or need an abstract, but it’s always important to ask and tailor your process to what best fits theirs.
Think of your...
A contributed article is a great way to gain exposure for your brand and ensure your client’s name or company is considered a trusted authority. They are meant to serve as a vendor-neutral perspective by someone with concrete knowledge about a particular topic. Contributed articles (also called bylines) are one of the most used tools in a PR professionals toolbelt when it comes to serving their clients.
However, before securing media coverage, there is a lot of groundwork that needs to be done before seeing your (or your client’s) name published. Placing a contributed article starts long before the content is written and even before the pitch is crafted. In fact, there is a bit of reverse engineering that must take place. Here are some of the most critical steps PR professionals should take when trying to place their content.
Creating a target media list for your PR goals isn’t necessarily...
A lot of people think that the only time you need a PR team is when things go awry.
A crisis can happen at any moment and hopefully you have a PR team already in place that knows your business and its stories well enough to recover swiftly and effectively.
If you don’t have one in place, or if you’re curious on what sticky situations may arise, here are easy ways to help prevent a disaster from happening in the first place.
You are always better prepared if you know what's going on around you. By being in-tune with your competition and what’s happening in the newscycle and world, you have the opportunity to create messaging and a narrative that best serves you in a positive light. Your messaging and narrative is the backbone of every piece of communication for your company, internally and externally.
For example, years ago I worked with...
When you start to seek press coverage for your business, your media list—the repository that contains your research about outlets that your target audience reads—is your lifeline.
But getting to the point of being able to turn to your media list and pitch with confidence, there are several steps you’ll want to take to be sure that you’re targeting the right contacts. After all, a media list with the wrong contacts is just as bad as no media list at all (not to mention frustrating for those reporters on the receiving end of your pitch).
To start honing your media list, you’ll want to make sure that you’re targeting appropriate outlets for the articles you want to get published. For example, you probably wouldn’t want to pitch a story about off-roading vehicles to an online parenting magazine. If you’ve created a customer persona or multiple personas, then you not only have a...
When it comes to the art of public relations, there are several tried and true tactics that work, like getting to know your key media, being organized and respectful of a reporter’s time, and providing juicy nuggets of information as an exclusive to a single reporter. But, there are so many potential cringe worthy mistakes that are actually pretty easy to make.
Life in the PR lane is FAST and the following mistakes are simple missteps that even the most seasoned professional can sometimes make. As someone with nearly two decades of PR experience, I’ve witnessed firsthand the horror that some of these mistakes can create. Here are three of the most common PR mistakes I’ve seen and why you should avoid making them.
How would you feel if you got a text message from somebody asking you to dinner, but they got your name wrong? Or, asked you to dine at a steakhouse when you’re vegetarian. Would you...
You may be up for a promotion, a merit increase, or perhaps you interviewed (and landed) a new gig and it’s come time to talk numbers. Discussing and negotiating a PR salary can be an exhausting, daunting, and intimidating process for some PR professionals, but it's important to not let the fear of the process overshadow the salary you (and your role) deserves.
According to a PR Week survey, nearly 40% of PR professionals do not feel “well compensated” in their roles. Based on those numbers, it’s time to flip the script. There are natural inflection points that should be considered as opportune times to ask for that raise you desire, like:
Nervous, anxious, or downright terrified of how to go about asking for your desired PR salary? Here are tips to get you prepared and properly compensated.
Picture this common scenario for a PR pro: you work hard to create, pitch, and then secure media coverage. That may look like a feature piece in a premier business media outlet, a contributed article in a prominent trade magazine, or some sort of interview with a spokesperson. GREAT. It’s published, everyone oohs and aahs internally. And then what?
Maximizing your great media coverage is critical to squeezing all the juice from your hard work. There are several other really easy ways to gain additional exposure and maximize your gain from your media coverage.
Republishing coverage on your site is a great way for visitors to see the latest and greatest from your company. Third-party validation via media coverage is a simple, yet highly effective marketing strategy—people buy from companies they trust and that are credible. When reposting on your site, be sure to summarize and then redirect readers to the article...
At some point in your career, whether you’re just starting to climb the ranks of agency life or you’re a seasoned pro with an executive title, you may find yourself grappling with the idea of pursuing a Master’s degree in PR. There are many benefits to getting an advanced degree in general: opportunity for higher earning potential, more specialized skills, and potential career advancement. But in public relations, is it really necessary to have a master’s degree to succeed?
Pursuing a Master’s Degree typically takes a considerable amount of investment, both in time and money, so you’ll want to be sure it’s really worth it. But is it? I say no. Here’s why.
As a veteran of the PR industry, I’ve had my share of exposure to various successful individuals in PR and they all had one thing in common (and it wasn’t an advanced degree): networking. The ability to...