Trylon Communications  - Volume I Issue 6
       

Putting the "R" in PR

Why are some newsworthy press releases picked up while others are tossed in the bin? More than ever, it’s not the snappy headline, the terrific copy in the first paragraph, or the size of the company involved. It’s recognition and relationships, that drive positive media response.

It takes time and energy to cultivate relationships with the press. Unfortunately, many marketing executives don’t have the time to research media lists, identify the correct journalists and editors, and spend the time to nurture relationships. Most executives are busy working on new campaigns, putting out fires, and brainstorming new events and ideas.

The hard, tedious work of contacting media personnel, getting through to them, establishing bona fides, getting them to accept pitches, and getting on their “acceptance” list is usually relegated to a company assistant or associate – if it is done at all.

The equally important work of meeting these journalists at events and trade shows - getting “face time” with them - generally falls below an executive’s radar screen. It is a shame, because that is the best exposure your company can get.

It is too late to begin this work at the point when your company has a story worth telling,. Without prior relationships with the press, your story is just one more pitch sitting in a pile of paperwork or e-mails. And your story is another great untold secret.

If you make one resolution this year regarding the public relations aspect of your marketing plan, make it the resolution to create and nurture relationships with influential journalists. If you feel that you don’t have the resources available to undertake this task, consider working with a professional firm that spends virtually its entire workday doing just this.