PR Divas

It’s Not Who You Say You Know

There is wide belief that the public relations rolodex is the key to good PR. In fact, it’s an old, sad story PR firm hacks tell to unsuspecting prospective clients. They know so-and-so, and what’s-his-face and dilly-bob so they can get you great coverage.

 

In reality, editors and reporters respond to relevant story ideas that are delivered under deadline and with substantiation. It’s not rocket science and it certainly doesn’t take a rolodex – particularly one that will never be used for the sake of the client.

Pitch or Press Release? How to get the story.

Although they are not the core of a public relations strategy, press releases are a mainstay of the PR industry, and one of the few viable methods of quickly communicating news to large segments of the media.

A press release is a factual pseudo-news story, written in third person that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product. They are one of the few viable methods of quickly communicating news to large segments of the media.

The downside of a press release is, unless your company is a Fortune 500, the news being conveyed is typically most important to the companies issuing it. And when a reporter receives a release, they know it was not written for them. They know it was written for the media as a mass it hopes of someone finding the story worthy.

A PR pitch to the media is something completely different. A pitch is equivalent to a sales pitch to a potential customer. It is the act of defining a story, showing its value, and making it buyable by a journalist or editor.

By developing innovative ways to present your product, service, expertise, or company in an educational or interesting manner, you’ll find editors and reporters more receptive to your information. Reporters most often respond to pitches with a solid angle and details. Use statistics, analyst information, or research when available and offer yourself as a spokesperson. You’ll be surprised by the result.

See you in the news!

The Art of Positioning

Public relations is all about identity:  creating one, improving one, and sustaining one. The best way to establish a company’s identity is through repetition and consistency of its key messages. In order to have maximum success, a product or service must 'own' a place in the mind of the potential purchaser that defines it and differentiates it from its competition. This is the concept called 'positioning’.

Unfortunately, there is still little understanding of this simple concept and many PR campaigns fail because of it.

To avoid confusion, positioning concepts and messages should be simple and factual, regardless of how complex the technology or industry, and focused on the major differentiating strength of the company, product, or service.

Be ruthless about the information being conveyed. Anything that others claim, eliminate it. Anything that requires a complex analysis to prove, forget it. Anything that doesn't fit with your stated perceptions, avoid it.

International PR Strategies: Subtle nuances create huge impacts

With expansion into the international marketplace on the rise for so many industries, understanding the dynamics of international public relations can mean the difference between success and failure when entering foreign markets.

There is a story about a gentleman that traveled to Japan for a meeting and presented a gift to a Japanese businessman. He offered the businessman a gift pack; the number of items in the sleeve being four. He thought it was an appropriate quantity to enjoy and share with his colleagues, not realizing that anything boxed or presented in the quantity of four means death to the Japanese. The meeting was a flop. The deal lost.

It is often assumed that what works in one’s home country will work in another. The same product, same messaging, same advertising campaign, the same brand names and packaging, even the same token gifts – they do not take into consideration the differences that exist between countries and cultures. While some companies who interact internationally are successful following a standardized communications strategy, it’s a mistake to assume this approach will work without sufficient research and resources that address cultural differences.

It’s hugely important to plan ahead and think through the significance of messages when running multi-country campaigns. Think globally, act locally has never been more spot-on.

According to a recent article in Korea Times, Korean companies marketing to the U.S. are using poor English in their corporate slogans, hurting the image of the Korean companies. They have failed to observe the very basics of English in choosing their slogans, using instead what is dubbed “Konglish”. This gaffe is hurting their chances of becoming global brands.

When considering an international communications strategy, it’s essential to think in regional terms; taking into account the subtle differences between countries, as well as the variations that can occur within a chosen country. These variations will have lasting implications for public relations and brand campaigns.

As a company’s most influential advocacy vehicle, the media plays a key role in mobilizing public support and setting political agenda. It also makes a mountain of sense to understand the underpinnings of their affiliations and their chosen methods of communication.

There is no question that English has become the de facto of the international media and commercial world, but that doesn't mean that journalists will be happy to receive their information in English. Savvy journalists will pull specific releases from the International wire as opposed to reading releases in a foreign language.

In order to show true commitment to a local market, it may be essential to employ native language speakers in certain territories. Difficult to manage, yes, but the rewards can be vast.

The bottom line, as with any public relations and communications strategy, is relevancy. The public relations strategy that’s employed for countries other than one’s home must map back to the organization’s business objectives, and all messages must speak to the target audiences – whether decision makers or media. Fully understanding the target audiences, and respectfully offering products, services and information that meets them on their own ground is the first step to real growth on a global scale.

Vive la difference!

PR the Start-up

I remember the start-up days. No clients, no revenues – nothing but ideas and time. Because BlabberMouth was founded three weeks after 9/11, there weren’t even any prospective budgets out there. Born to practice PR, I became a self-proclaimed PR Diva and Publicity Maven. I threw myself into the company. I spent all my time – and I mean ALL my time – promoting. I networked until I thought my high-heeled feet would break at the ankles. I passed business cards like candy on Halloween. I worked pro bono accounts in exchange for testimonials and references and I told the BlabberMouth story to anyone who would listen. I was focused and energetic - - ready to take as many no’s as necessary to get to yes.

Imagine the PR nightmare for the multitude of start-ups whose focus and core competencies are not in public relations. They are remarkable individuals with no clue when it comes to tooting their own horn. Their products are yet unproven, sometimes in new market niches, and they are viewed by all with utter skepticism.

Their PR plan is niente. Fortunately, there are options. 1) They can become their own PR manager, in which case focus is deviated from the very reason they went into business in the first place. 2) They can hire in-house, which is an overhead that is not comfortable for most start-ups. Or 3) They can outsource. Option three is the obvious choice. It can also be a choice that overwhelms, if not administered correctly.

Start-ups need grassroots, feet-on-the-street tactical PR with a layering of strategic initiatives wrapped into a tidy, affordable package. Taking its roots from political movements, grassroots PR is a series of natural yet spontaneous activities undertaken on the community level. Grassroots initiatives deal with the public at large in a simple, manageable, ‘close to home’ manner. Developing a unity of ideas through networking, distributing information via newsletter, blogging or other means takes little money, but a substantial amount of time. 

On the other hand, there are multiple benefits of strategic PR, not least of which are thought-leader positioning and influencing public perception on a higher level. Distributing information and being noticed is not enough. There must be a concerted, continual effort to maintain positive, self-sustaining relationships with the people who influence the company’s revenue streams. This is put into practice via educational articles, speaking opportunities and quoted commentary. Tougher to put into play, but a very wise pursuit.

Before approaching a PR firm, start-up execs should take a really hard look at their business objectives, their target audiences, competitive advantages and their current financial situation. For all the good that PR can create, it doesn’t happen overnight. It takes time and consistency, and it ain’t cheap. A great first step might be to hire a freelancer or someone who can implement a tactical campaign. The strategic piece is better when the product or service is perfected and there are clients on board.

Fortunately for most industries, start-up does not last forever.