PR Tips on getting your client ink

With the advancement of technology today, there are becoming more and more ways in which to grab the media’s attention. This is great, but it also makes it harder to stand out when the media is getting bombarded with press releases from all different avenues. Now, I realize that I am no expert on ways to get your client publicity, but I did my research and have found some great PR pros that offer their advice on ways of grabbing the media’s attention.

• Build relations with the media.
This is probably the most important way to get your client publicity. According to an online survey by indiaprblog it is important to develop a strategy when dealing with the media. Several tips they offer include, giving journalists exclusive stories, building credibility with them, handing over your client list and feeding them precise and newsworthy information. The survey also says that friendship and sharing good stories can be a good combination from time to time.

• Write good press releases.
Kirsten Osolind, CEO of Reinvention marketing firm, writes on her blog that press releases need to be straightforward and to the point. She also says to “include quotable stats, top 5/10 lists, and facts of interest that people want to know. Make your point quickly and make it well.”

• Know what is going on in the world.
I cannot stress enough how important it is to be well read. As a PR professional you need to not only know your client, but also know the industry, its competitors and recent trends. Kevin Dugan of the bad pitch blog wrote, “One of my bosses always said you have to know the news to make the news.” If the amount of news seems overwhelming to you, he suggests creating a blend of print, electronic, e-mail/RSS/online news consumption so no one approach bogs you down.

• Pick up the phone.
It may be one of the oldest forms of communication but it is still one of the most effective and direct ways to get in contact with somebody. When Al Golin spoke at SMU last year he stressed more than anything to not forget to use the phone even in our technologically advanced world. It is so much more personal than emails, voicemails and blogs.

• Build a good media list and keep it updated.
Knowing which journalists to contact for what is key in getting your client’s story out there. You should constantly be reading their articles to know what they like to cover so you can approach them in a certain way. When I interned for Burson-Marsteller last year they always kept me busy updating their various media lists and stressed how important it was to keep their information up to date.

• Use current and advanced media channels
Blogs, podcasts and YouTube are becoming so popular with PR practitioners because they are so useful in getting their client’s message out to the public in an effortless way. Golin Harris just launched a YouTube campaign for their client, McDonald’s, to introduce a new addition to their menu, the snack wrap. The contest winner will be featured on YouTube’s homepage, a coveted spot for those trying to get their message out, and usually only features big brands. You can check out the video here.

I would love to invite more tips and advice…please feel free to leave your comments below.