PR Professionals know that it takes a lot more to make news than a press release
PR usually stands for "public relations" or "Press Relations." It is an unfortunate coincidence that it also stands for one of the more visible elements of many marketing campaigns - a press release. Unfortunately, there are a lot of people who instructively thing that PR means "press release." They couldn't be more wrong.
In the olden days, news used to be sent "over the wire" which actually meant a telegraph wire. Fortunately, we have moved beyond that. In the not so distant past, you just had to hire a PR agency that would subscribe to a "wire service," write your press releases and distribute news on your behalf. Once it went out "over the wire" it became news.
Today, it takes more than just a press release. Customers, journalists, bloggers and anyone else with a computer can check an number of online news sites and get more information than they know what to do with. As a result, journalists are less likely to react to press releases than they used to be. They are shifting to other sources for new story ideas and breaking news. Direct emails or phone calls are very effective if you have done your homework and invested the time necessary to create relationships.
Direct discussion with your target media is crucial. Make sure they know who you are. Send them little nuggets of information Provide them with customers they can talk to and get quotes, anecdotes and background for their stories. Help a reporter do their job better and faster and you will have a friend for life.
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
Please leave a comment on this blog and share if you are so inclined. Author K. Meador has multiple published books which are available in paperback, eBook, audio and Spanish.