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Priming The Public Relations Pump |
During the first two months of a public relations campaign, you are basically priming the pump. As to the bottom line, expect the first month to be a wash as far as media placement is concerned. During that time, you will be writing your releases, sending out the initial pitches, and basically introducing yourself to the media. Be calm, be patient, and don't panic. As time goes by, you'll start to see results. Media begets media. Once you appear on a talk show or in a magazine, utilize your press to garner yourself more media. This is where the payoff starts.
The first few months of a campaign can be difficult, particularly for a PR novice. It is often the hurry-up-and-wait time of the campaign. But this can be the most important time as well. This is the time for brainstorming, for figuring out which stories will work with which media outlets, to broaden your scope and think outside of the box. Use this time wisely. Study the media. If you’re working with a public relations firm, make this the time to give them all of the information and tools that they can utilize to successfully launch the campaign for you.
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Finding The Right Pr Firm |
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How can you find a public relations firm that's right for you? Do your homework. Ask friends or business associates. If there is a particular business or person who is receiving the type of press you're looking for, make some calls. Find out how they are getting that media attention. If you are unable to find any leads, try this: open the phone book to "media relations" or "public relations," close your eyes, and randomly place your index finger on the page. Now open your eyes. You see where your finger is pointing? That's the company you start your fact-finding with Set up a meeting. Listen to their ideas and suggestions. Have them show you samples of other campaigns they've worked on. Ask for a proposal. Review fees, length of the contract, and expenses. Ask what media they have placed in the last few months. If the firm you are interviewing has only placed stories in the local media, you need to review your objectives. Can this firm help you meet them? Local media is important, but why limit yourself? Why not go national? Keep looking.
Talk to the company's principals. Are you comfortable with them? Do they share your
vision? Be wary of an over-zealous sales pitch. If you feel that you are being told only what the representative thinks you want to hear, or if he or she is only mouthing your words back to you, you could be in the wrong place. Ask specific questions regarding how they intend to place you in the media. How do they view you? How would they pitch you? What media outlets would they approach? Ask for a general overview of how their process works. |
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