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As the summer winds down, I have been reflecting on the rewarding experiences gained working at my first internship in Public Relations at Young & Associates. PR is intriguing because it is an intersection of many of my areas of interest including human connection and writing. With this internship being so hands-on, I’ve gained crucial knowledge working directly with our clients on social media campaigns, thought leadership, media relations and more. Here are three of the most important things I’ve learned about PR:

Relationships are Key 

To establish confidence between a client and their agency it is critical to build strong relationships from the beginning. Developing these relationships requires a solid rapport combined with a well grounded understanding of the client’s mission. These relationships are maintained by going beyond what is required in a typical campaign such as anticipating needs and suggesting creative and results-driven ways to meet them. In addition, establishing a continued connection with relevant industry journalists will ensure the best possible chance of getting coverage for your clients.

Adaptability is Crucial

The only thing constant about working in PR is that things are always changing. Whether it be changes in messaging, adapting to a client’s roadmap schedules or inevitable crises, my experience so far has taught me the importance of adaptability in day-to-day tasks and priorities.  An important part of adaptability is being present for your clients and colleagues when extra help is needed. The ability to switch from task to task is imperative as different needs will emerge from all areas.

Collaboration Yields the Best Results

With so many moving pieces in a PR campaign, it’s easy for things to get overwhelming for both client and agency. Whether it be social posts, press releases, or byline articles, there shouldn’t be one piece of a campaign that is viewed by only one person. Each person working on a campaign, whether that be the client themselves, a seasoned PR pro or, even an intern such as  myself, has a unique perspective they can use to make the best possible final product. 

It’s no surprise that since the pandemic, editorial teams have continued to evolve the ways they drum up stories and connect with sources. And as their bandwidth is often at capacity, they are more focused on the timeliest and most relevant pitch ideas for their coverage areas.

Here are some helpful tips for breaking through the noise and fostering successful media relations.

1) Offer New Takes on Trends – Before offering a pitch idea, ensure that the angle is novel or reveals something new about a particular trend. Review the particular reporter’s recent coverage and acknowledge how your organization’s proposed idea helps further the industry narrative. If possible, offer customers that can speak to the issue from a recent, real-world perspective.

2) Avoid Blanket Pitching – While it may seem easier to send the same exact story idea to a long list of publications (and many reporters at each outlet), this is often a mistake unless the news is truly relevant to all of them. A more tailored, thoughtful pitch approach to publications where there is strong topical alignment is most appreciated by reporters.

3) Expand into New Publications – In today’s digital age, industries often intersect in new ways that extend the value of content into different markets. For example, more business and technology focused publications are covering relevant news about particular industries. Take this opportunity to expand the reach of your media relations program and take a chance on exploring new outlets.

Some of Young & Associates’ greatest strengths mirror the biggest tenets we push in PR – tenacity, fortitude and agility. And strong stomachs as rejection is always a possibility. Part journalist and part sales, we help our clients secure positive media coverage by shaping relevant, timely and unique stories. For the celebrated yes’s, when we connect our clients with their priority media targets, that is just half the battle. Next comes facilitating a productive interview where the journalist connects with our client’s story. And then, the last mile – coverage.

What often gets lost is that no one beyond the publication can actually control the last mile of earned media. While we can connect our clients with the right journalists and make sure they are prepped with the right messages, at the end of the day the journalist and their editors pull the strings at the finish line.

With this in mind, we employ agile PR practices for every media opportunity to navigate the natural ebbs and flows. This helps us determine what’s newsworthy and trending and enables us to pivot quickly on angles and examples. But the real strength of our PR programs – and the reason most of our clients are long-haulers – is due to our senior team’s strategic and results-based approach as we lead up to the moment of anxiously awaiting the last mile.

With the close of a crazy 2020 in sight, budget season is here and more uncertain than ever. Conferences and events have taken an inordinate hit this year as business travel came to a grinding halt. With the status of 2021 conferences in limbo, marketers have an opportunity to revisit other ways to allocate some of those funds.

Here are three ways your PR team can help supplement a lighter conference budget and support the lead gen pipeline in 2021.

Content rules – Tech buyers who may normally keep a pulse on trends by attending industry events are homebound and looking for ways to keep on top of new developments. Extend your PR and content programs to include more white papers, case studies, blogs and podcasts to communicate how your industry, your clients and your platform are responding and performing amid these unprecedented times.

Research shows – Reporters are always interested in research reports, but now that we are in unknown territory, they are looking for the real impacts of the pandemic. Look for ways to leverage your anonymized platform data to illustrate trends and tell a marketplace story. The PR team should have some insight on how to utilize this data and tell a story about changes in use cases or a rise in certain features and functionality since the pandemic or other news event.

Social shares – Without the steady foot traffic from exhibit halls and conference meetings, companies must lean into social media and ensure they are active on the appropriate channels and regularly sharing content and company news. This is also a time to offer short commentary on relevant industry news. Your PR team is already monitoring the news stream and commentary in your industry. Empower them to help you be a voice in your industry.