It can be challenging to keep key media engaged if your organization struggles to generate a steady pipeline of newsworthy announcements. However, there are ways to keep the momentum going. With the right mix of relevant touchpoints and topic strategies, companies can keep the media fires stoked even in slow news times. Here are some key tips:
1) Offer Contrarian Comments
If you have a new slant on a stale topic, don’t be afraid to go against the grain. Offer your take, but be sure to back it up with solid points and examples.
2) Cover Conference Topics
If you’re attending an industry conference, proactively offer viewpoints to on-site journalists that relate to key presentation topics. This raises your chances of being included in a story that is likely already planned based on the conference agenda.
3) Showcase Best Practices with Client Stories
Even if there’s no news-driven activity within your organization, media are always interested in client examples. Take the opportunity to showcase a client success story (with the client’s permission, of course) that demonstrates your organization’s best practice approaches.
*This post originally appeared in the February issue of The Spark newsletter.
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Q1 remains a time when most organizations want to kick their PR activities into high gear, but don’t forget that solid planning helps set the tone for the course of the year. This means making time to hold in-depth, strategic PR planning meetings either internally or with an agency to ensure goals are set, aligned with marketing and sales objectives and measured on a routine basis, e.g., monthly, quarterly.
From an agency standpoint, it is critical that any PR or marketing partner be integrated and in the know on important company initiatives and, at a more granular level, the company’s marketing plans. The closer an agency is brought in the fold, the better the overall PR strategy and recommendations will be.
PR is not just a one way street with an agency delivering content, media plans and results. Rather, it is a collaborative team effort among a company’s marketing department and specifically the PR liaison. An investment is necessary for an agency to produce the best results.
We often get questions from clients about what specifically can help bridge any communication gaps and what materials can be helpful in supporting PR initiatives.
Here are a few:
- Yearly Corporate Objectives
- Town Hall Meeting Notes
- Advertising/Marketing Plans
- Buying Profiles/Sales Decks
- RFP Responses
- Competitive Analyses
- Analyst Presentations
Also, involving an agency in any company-wide meetings (even as a silent participant) can help a partner acclimate to the company culture, messaging and more. Being open with an agency and integrating them into an organization pays dividends as it maximizes PR and marketing efforts.
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So, you’ve spent the last month crafting and pitching a storyline to the “holy grail” reporter. And after several conversations, they finally agreed to a call with the CEO.
However, despite your insistence that some preparation work be done, the senior exec feels confident they’ve got this and doesn’t need any hand holding. After the intro pleasantries on the interview, the reporter asks the first hard-hitting question and the overly confident exec says, “Well, this is off-the-record, but xyz competitor is tanking and we are stealing their clients and planning an IPO in the next 18 months.” Oy vey.
Let’s talk about how to avoid this scenario moving forward:
1) Don’t Let the Holy Grail Outlet be the First – If TechCrunch, the WSJ or niche media outlets are your capstone publications, do not put a senior exec on the phone as their first media interview. Even if they have had previous media relations experience, set-up a call with a friendly publication as a trial run.
2) Provide Backup – While most reporters don’t jump up and down when a PR person participates in an interview, they are usually accepting of it. When a difficult question is asked or if the exec gets off track, the PR rep is there to steer the conversation and tactfully navigate pitfalls.
3) CYA – We’ve all had bad days and sometimes the best laid plans go astray. If sensitive information is inadvertently revealed or misrepresented, call the reporter following the interview and diplomatically suggest an alternative or correct the facts. Most professional journalists are receptive to getting the story right.
* Originally published in the December 2017 Edition of The Spark
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With 2018 planning becoming an immediate priority, it’s hard not to look ahead. But don’t say goodbye to 2017 just yet —there’s still a lucrative PR window between now and the end of the year. During this time, reporters tend to focus on year-end industry wrap-ups, forward-looking trends to expect in the coming year, and seasonal-driven content and commentary.
With the right timing, content and approach, marketing and PR teams can help bring companies an end-of-year visibility and reputation boost. Here are some best practice tips for generating results.
— Compile + Analyze Customer Trends: Poll executives and customer-facing professionals alike regarding the top 3-5 trends and pain points among your company’s customer base. Ask in-depth questions and analyze the reasons for the resulting outcomes. This type of real-world content is valuable to journalists and can help establish company executives as trusted industry resources.
— Offer Real Statistics: If possible, survey customers directly for their input on major issues that impact their business. Keep the survey short but include hard-hitting questions about current and future innovations, anticipated hurdles to adoption, and perceived maturity levels regarding key trends. Package the results thoughtfully and you’ll be sitting on media content gold.
— Push Counter-Trend Viewpoints: While trends may be widely accepted as headed in one direction, consider giving counter-trend perspectives where appropriate. Having thoughtful analysis that represents a different viewpoint on common trends – backed up with real-world examples – will help set your executives apart for media opportunities.
With these strategies in place, marketing and PR teams can leverage the last bit of 2017 runway left by engaging with priority media and ensuring that their thought leaders have a strong, relevant voice in resulting coverage.
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Everywhere I look over the past few weeks, there are heroes among us. Specifically, the many courageous heroes who are tirelessly advocating for those devastated by Hurricanes Harvey and Irma. During moments like this we should consider how we can personally lend a hand and for the organizations we represent to find ways they can show support.
While the monetary contributions are impressive and very important, companies are also donating goods, their employees’ time and offices to help those impacted by Hurricane Harvey. Bass Pro Shops supplied 100 boats for government agencies and rescue organizations and Home Depot’s Team Depot volunteers have helped with the cleanup effort and delivered supplies that customers have donated. In Houston, a local furniture store, Gallery Furniture Stores even opened up store locations for 300 evacuees to take shelter.
As the victims of the recent hurricanes begin long-term rebuilding efforts, it is important to reexamine corporate giving efforts, company match donations and employee volunteer hours. Organizations should do all of these things, not because it is “good PR,” but because it is the right thing to do.
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As many established PR professionals adhere to proven strategies and tactics for executing successful long-term PR initiatives, how can you tell if your program includes the best approach? And how do you know that your key messages are reaching the right journalists and industry analysts?
It’s a good idea to assess your current PR program on a regular basis to determine if it is generating the intended results. Following are some best practices to keep in mind:
Thought Leadership: Offer Actionable Advice
Whether in a byline capacity, delivering a presentation at an industry conference or serving as a resource in a marketplace trends story, your spokespeople have the opportunity to impart in-the-trenches advice and marketplace takeaways. Avoid self-serving sales messages and be willing to discuss areas outside – but related to – your core business. Is your organization offering relevant thought leadership?
Media Coverage: Forge Real Connections Successful media relationships are symbiotic. Your organization offers valuable perspectives to journalists who cover your industry and are willing to use you as a trusted resource. These connections require an investment in time and a willingness to engage multiple times. Is your organization proactively engaging with key media?
Press Releases: Quality Over Quantity
Instead of pumping out press releases that aren’t newsworthy for the sake of volume, focus on the key announcements that will hook the media – especially if they involve customer successes or new innovations. Save less news-worthy content for blog posts, social media and other avenues. Is your team executing an effective press release and content strategy?
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With the Memorial Day holiday right around the corner, now is a good time to ensure your PR program is on the right course for the summer season.
Although the summer might not be the best time to launch an aggressive PR campaign, it is beneficial to have a good stream of news to show prospects, investors and other key stakeholders that your organization has momentum. Review your pipeline of news announcements and keep a schedule for the summer months to stay on track. This can include new customer wins, new hires, award honors, etc.
While some might anticipate a slow down in media opportunities from June through August due to reporter’s schedules, e.g., summer Fridays, vacation, it is important to maintain a pulse on key contacts and keep a steady PR pace going. It is true that it might be more challenging to reach media, but if other organizations choose to quiet down during the summer months, this can be an optimal time to reconnect with a key reporter or make a new contact. Touch base with priority reporters each month during the summer to ensure you are offering them any necessary resources, research or quotes that will support stories – especially as their other resources may be hard to reach.
Finally, summer months mark the time to plan PR activities for fall/winter and get that big campaign ready. Think ahead as you are talking to reporters over the summer months, as it might be appropriate to prepare them for something coming down the pike in September.
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