Blogger’s Note: This is a re-post of Alyson Rybar‘s Pay-on-Performance blog discussing a very insightful article by PR pro Susan Young
Every so often I come across a good article that provides PR professionals with some tips. While these may seem repetitive and common sense, sometimes folks tend to forget how important these things are. 10 PR Trends That Are Always In Vogue provides great tips and trends for PR professionals that never go out of style. Great article!
10 PR Trends That Are Always In Vogue
Trends come and go. It doesn’t matter if you’re talking about cars, TV shows, haircuts or plugins.
Public Relations is no different. Elements of a strong news story rarely change. The medium and technology through which the story or message is delivered can change, but not the core of what constitutes a good story. The importance of relationships with reporters has also stood the test of time.
With 25 years of news, PR and communication experience, here are 10 PR trends that are always in style.
1. Thank the reporter for listening. Even if they are rude or rushed, say thank you. Chances are you’ll have to reach out to them again. Remember, you don’t know what you may have interrupted on their side. If you saw all the irrelevant and lousy pitches reporters get hit with day after day, you’d want to stick a fork in your eye.
2. Know your pitch inside and out. If you’re not fully prepared to answer minutiae questions about your story, and all the elements it encompasses, you’re not ready to pitch it. Keep doing your homework.
3. Communicate a succinct message. Whether it’s a voicemail, e-mail pitch, Tweet or press release, make your point with the least amount of words or characters possible. Oh, you’ll have to be compelling and punchy too. Choose every single word with absolute care. Perfect your writing skills. Consider yourself a wordsmith.
4. Find the human factor. Statistics are powerful but the emotional connection we experience as human beings is key to any good story. News is about people and people love great stories.
5. Respect the clock. Deadlines are gospel in newsrooms. Avoid reaching out to daily print reporters late in the afternoons. Don’t call TV assignment desks and radio newsrooms as they are preparing to go on the air (top of the hour).
6. Love your story. It doesn’t matter if you’re pitching a novice blogger or CNN. If you don’t love your story, they won’t either.
7. Build rapport with them. Reporters and news decision makers are people too. In fact, they were people before they began working in news and Social Media. Don’t ask for favors and help all the time; ask how you can be of assistance to them with resources, a fresh angle or interview. Give more than you take.
8. Offer an exclusive. Everyone likes to feel special.
9. Deliver what you promise. Whether it’s details to follow-up your lead in a press release, or sticking to the interview you’ve arranged, keep your word.
10. Make yourself available. From black clunky rotary phones that were attached to the wall to mobile phones with snappy apps and ringtones, the news does not exist in the 9-5 vacuum. When reporters reach out to you, it’s all about them.
Let me know if I missed something.
And if you want to learn more about PR, Social Media, blogging, and all facets of communication, I invite you to sign up for my free 21-day video series “Speaking of Communication.” Instant access for you —at the box on the top right.
