PR isn't strenuous, but it IS stressful. That's because we can find ourselves trapped between clients who have unrealistic expections and media people who, in an industry facing serious economic downturns, don't even want to deal with us. We do want to do a good job, though, so here are some ways to get the best value from your PR firm:
- Stick around. Sometimes CEOs come to a town to do interviews and are willing to devote about 30 seconds to the task. Sure, it's not the easiest thing in the world, but since you're here, why not take advantage of the opportunities that your PR firm presents? And if you don't like talking with the media, we can help train you so you'll feel more comfortable and confident.
- Give us some great information to work with. PR people are often criticized for not providing in-depth information to the media. In some cases, it's because clients don't feel the need for pitch materials, such as b-roll, backgrounders, bios and photos. Won't you let us develop them? In addition, are your management people available for interviews? Could you provide contact information for satisfied customers/clients? Does your web site have adequate content?
- Allow us time to tell your story. Getting in-depth coverage doesn't happen overnight. We need to nurture our media contacts, providing the right pitch at the right moment. Then we need to follow-up with the requested information and interviews in a timely fashion. Sometimes this takes months, given the extreme demands on the time and attention of today's overworked print and TV reporters. Be patient. It will be worth it.
- Keep the dialogue going. We love to discuss story angles with clients. Often some usual fact or idea will result in a great media placement. We also like to explore some other ways to build awareness for your product/service, including demos/sampling, networking with business/community organizations, sponsorships, radio promotions and special events.
The best PR programs result from an ongoing client/agency partnership. The client must be committed to and actively participate in his/her own PR efforts, and these efforts must be constantly evaluated and reexamined so that they meet the changeable demands of the media and the public.
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