My PR approach is a Personal One

Not everyone can afford to hire a PR professional, especially in today’s economy. The irony is we are living in an economy that needs as much PR as possible to boost interest. Maybe a look at my approach will help you or your business with a few ideas to get some attention.

STEP 1: DO YOUR HOMEWORK:

When tackling a PR project I always take the same initial approach. I try and look at my client and everything that person or business has to offer and paint myself the big picture first. What are their greatest selling features? What makes this person or business authentic and original from everyone and everything else? And what is going to get the public interested?

That starts the massive brain storm. Fortunately or unfortunately, for me, this is the stage where my brain doesn’t shut off. You really just have to look at it from all angles. Where is that niche thing that will get people to notice or pay attention. I simply look at everything! The past, the present and the future. The connection with community. Who is going to care about this story?

STEP 2: STRATEGY

From there I break things down into smaller divisions and try and come up with a unique plan. I find the most interesting things to promote first and start from there. List each trait or feature as a separate entity, a separate pitch to the media and to the public. Then list all the media you want to approach about what and at what time. Remember that generally deadlines are very tight and current. If you have time-sensitive event, promotion, etc you need to plan accordingly. Press releases will get lost if you send it too far in advance.

STEP 3: GETTING IN TOUCH- PERSONALLY

Every media strategy should consist of research and development first. Know your press. Know your media. Once you have a clear indication of what your “pitch” will be you need to ask yourself where the story would best fit in the media. You can’t just blitz everyone with the same story. Well… you can… in fact that is the traditional way of doing things but it doesn’t always work. Sure if you sent out your press release to a hundred people you may get a handful of interest but if you really want to take the time and energy to carry out a better media strategy it’s going to take more time and effort with your pitches. Find the publication, TV show, reporter, radio host, and/or blogger that will be interested in your pitch. Send that person a direct email or call them and talk them through your ideas. Create the story together. Or at least try to. Not every show or reporter is going to be the right fit but just sending a press release to the generic assignment desk is going to show less results than if you email a specific reporter, editor, television producer, radio host, or blogger.

Over time you will build relationships with your local media. You will get to know what they would be interested in covering and in turn making it easier to build your media strategies around them. On a larger scale you can certainly use that approach internationally. With email and websites it’s easy to keep relationships with people who may help you to get more exposure around the world.

The most important part about PR is your personal approach. Be authentic and honest and open.