Executing a successful PR campaign is an art form that takes time and charisma to perfect. Grant it there are times that firms are lucky and stories get picked up, but most often gaining media placement takes a lot of persistent hard work. Gaining media placement is a skill that requires building strong relationships, perfecting a pitch technique and delicate tenacity. While that phrase may seem like an oxymoron, there is a finesse to being unrelenting yet never annoying. Reading people and the ability to communicate effectively are paramount to obtaining recognition in the media.
South Florida Public Relations Firm, New Media Technology, utilizes new media techniques and leverages well established relationships to gain editorial placement for its clients in some of the world’s most renowned publications and media outlets. Part of the firm’s formula for success is its vast understanding of the differing generations that make up today’s community of business professionals.
Today’s business community is made up of two generations, the Baby Boomer Generation and Generation X. Each has taken a completely different approach as to how they conduct business and establish relationships. While the baby boomer generation is comfortable with the personal, hands on approach, Generation X relies heavily on technology and instant gratification. The media includes professionals in both demographics. Understanding the differing mentalities will be key to establishing relationships and seeing success in how a story is pitched.
Below are some key approaches that are used to gain media placement in the world’s top publications and creating co branding opportunities with some of the top brands.
1. Prior to pitching a publication, a PR expert should be familiar with their format, target readership and their editorial calendar. Familiarity with the publication’s calendar will help in strategizing which releases will suit specific issues and in pitching a concept that fits the publication and its readership.
2. Electronic distribution and syndication. Press releases should be distributed to numerous press release distribution newswires on the web that will also include quality text links. This strategy assists SEO efforts and will give the release an opportunity to be picked up on various blogs and internet outlets that the firm may not have a current relationship.
3. Maintaining an organized contact management database. NMT’s professionals keep up to date notes and contact information for all of its media contacts. A good firm will use proprietary contact lists rather then paying for list services.
4. Personalizing all email and delivery mail pitch letters that are distributed to the media whenever possible. By taking a personal approach, editors will be more likely to read the release and consider it for editorial. Great publicists always follow up. Each email should be followed up with a series of phone calls and another email after that.
5. While the editor-in-chief is usually one of the final decision makers, they rely on story ideas from associate editors and freelance journalists to contribute. New Media has been very successful by establishing relationships with all members of the media.
6. Prepare a print ready piece. When a firm works with a professional publicist they should also commission the experts to prepare a full editorial piece derived from the press release that is print ready for a publication. Often there are times that a publication has a hole or a deadline has been missed and the company can benefit from an opportunity to be included and maintain full editorial control. By becoming a “contributor” the company has a unique opportunity to take their image and publicity into their own hands and also establishing credibility.
7. Identify the USP. Prior to the launch of any campaign, a PR professional should be able to discern what makes the client unique. The media today is looking for innovative stories that are newsworthy , so all campaigns must have a unique selling proposition in order to sell the story to a high end publication.
8. Similar to successful email campaigns, publicists should never send out attachments to new recipients. Many PR firms get into the habit of just sending out releases in mass emails without following up or ensuring that the emails are getting to the recipients. By personalizing pitch emails and including text versions of the releases within the body of the email, releases have a much greater opportunity to be delivered to the contact’s inbox as opposed to being flagged as spam.
9. NMT works with clients in various industries from fashion to commodity trading. Like the industries, the media contacts differ as well. Some editors and outlets will prefer to receive a release and pitch letter via fax or mail delivery while others prefer email and text messages. Being able to effectively communicate with both types of professionals and develop a personal relationship is critical for any successful publicist and the results are shown through the outreach of each campaign.
10. A true media relations expert is able to demonstrate professional enthusiasm. In order to sell a story concept to a media contact a true pr expert makes their client’s story new and intriguing. Unbridled enthusiasm is very contagious and media professionals are more inclined to cover a story that they are excited about.
In today’s market, some firms aren’t seeing the same returns from media buys as they once were. Many companies are adapting and seeing greater returns by commissioning the services of public relations professionals to help them obtain notice in top publications. By utilizing techniques that reach older and younger media professionals, companies are able to level the playing field and expand their global outreach.