Creative PR Takes Wooing

Categories:Holler Habits

It feels good, doesn’t it? Your name in print, broadcast or online. There’s something about the instantaneous pleasure that a positive PR story brings. The reality of it is that the immediate gratification you’re feeling took someone – a publicist, agency, you – time and effort to get that hurt so good moment.

When developing a PR campaign or even a pitch, it is important to see things from the media’s point of view and take time to create and care for these relationships.

Here are six key tips and #hollerhabits on how to court the media.

  1. Be monogamous: One misconception is the more, the better. Not so when it comes to pitching a story. Sending the same email to the masses is like hanging out in a rocking chair: it gives you something to do, but you won’t get very far. Instead, target your story to the perfect reporter.
  2. Woo (or wow) them: Media professionals do their fair share of research before developing a story and so should you. Do your homework. See what your ideal contact is already writing and/or talking about and woo him or her with a tie to their existing editorial platform.
  3. Flirt: Follow your contacts on Twitter. This is an opportunity to see what they are up to; what fires them up; and to interact in a meaningful way. #ocmetrorocks
  4. Build desire: Align yourself with recognizable partners, such as celebrities or experts. This is one way to get quick attention, plus you can also leverage the resources of your partners. Even when celebrities are involved, you still need to tell a unique story to gain and keep the respect of your contact.
  5. Seduce: Craft sexy messaging that will immediately attract your contact, beginning with the subject line. Media professionals receive an onslaught of communication and your emails need to make it past all of the other appealing messaging.
  6. Create mutual commitment: Once you’ve developed a relationship, continue to follow up with timely and relevant stories. Media professionals like having an arsenal of experts they can continually count on. These relationships can be mutually beneficial for years to come.

Like any good relationship, it takes work. Whether you have an internal PR team, have hired a publicist or are navigating the waters alone, be mindful that a lot more goes into gaining exposure than simply having a steamy story.

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