Maximize Your Relationship with Your PR Pro: Here’s How
There are several things you can do to maximize your relationship with your PR pro and get the media spotlight you deserve.
We get it. You have work to do. And your trusted public relations professional wants to help. In order to maximize the relationship, there are a couple things to keep in mind.
Clearly define your goals and expectations.
At the start of any new working relationship – and any new campaign – it is important to clearly state your goals and expectations. When your publicist knows your goals, they will be better prepared to help you meet those goals. Additionally, sharing your expectations will help your publicist understand what you need in order to consider the relationship a meaningful one. Clearly defining your goals and expectations will also head off confusion and frustration on both sides. As you outline your expectations, take a beat to dialogue about realistic timelines and expectations.
Give your team something to talk about.
PR staff need reasons to engage journalists. While some journalists will agree to meet and greets, they will be more interested in you have something informative and timely to share. If you are the person hiring a publicist, your job is to consistently give them information to share with the public – including the media and your stakeholders.
Understand that Media Coverage Takes Time.
Consistent media coverage takes time. Brand positioning takes time. If you want to strengthen your brand, don’t expect microwave results. A strong brand is based on a series of good decisions, strategic engagements that occur over a period of time. When you hire a publicist, be prepared to invest for at least 6 months to one year, and longer when possible.
Provide as much notice as possible.
It takes time to pitch stories for publications. It also takes time to get a reporter to agree to cover an issue, event or campaign. Further, many of us need time to ideate and strategize about how to approach one problem or another. You will increase the likelihood of media coverage and campaign success, when you provide as much notice as possible to our PR team. If you want assistance writing and publishing an opinion essay, provide at least 3 weeks’ notice. If you want assistance garnering media coverage for the release of a report, provide at least 4-5 weeks. Have a conference coming up, try to provide at least 8 weeks’ notice. Certainly, many public relations professionals can work in situations where there is less notice, but the more notice, the greater the likelihood of coverage.
Remember that media coverage follows action.
Media coverage can boost your credibility. But it’s important to know that media coverage follows action. The more you do, the more opportunities your team has to promote your work. What is more, the people who garner favorable media coverage are consistently engaged in action. Reporters will be more interested in your take on an issue if you can point to something you’re doing in response to the problem. Action usually precedes coverage.
If you follow these tips, you will be on your way to maximizing your relationship with your PR pro.
Jennifer R. Farmer, aka The PR Whisperer,® is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.