Publicity campaigns can be tricky at times, especially if it is your first time out of the gate. Communications and media relations specialists spend years learning tricks of the trade that get them in the door for National PR stories. Whether you are pitching a book, an up and coming celebrity name, or a hot new product, keeping the below PR tips top of mind will guide you onto the road of publicity unscathed.
PR 101: PR should be considered an investment. People often expect Public Relations Campaigns to induce immediate sales. That is wrong! FIRST you must build an established brand.
If you expect an instant profit margin boost by hiring a PR firm then you are mistaken. What a Publicity Campaign does is helps you to build, maintain, and consistently present a well-crafted image to the public. You will see your profit margin rise as you work within a publicity campaign however a stellar PR campaign should help boost brand awareness, increase online traffic, and gain the consumer's trust first and foremost. Presenting a secure and valuable brand is the key to future sales. It’s only after your brand is established in the eye of the public will you start seeing massive residual effects of PR in regards to your profit margin. A PR campaign should saturate the market and have a long-lasting impact. Meaning a steady increase in sales, online traffic, and more. If you are looking for a larger bang for your buck- dig a bit deeper with a publicity stunt.
PR 101: If your Publicist does not have placements out there for themselves - chances are slim to none they are able to do anything for you.
The underlying goal of a publicist is to build awareness of their client through media placements. Certain skills are needed in order to do so and you would want someone handling your PR, who at the very least, has a media placements online, in print or via television for themselves. Nowadays everyone screams from the rafters I AM A PUBLICIST or I AM THE BEST PUBLICIST. However, if your publicist has a hard time getting him or herself noticed, what makes you think they can get you a response with the media that is any different? Show me the placements should be your instant reply! A seasoned and well-connected publicist should be able to put a positive spin on news for both themselves and their client.
PR 101: Mornings are Powerful! One of the best times to contact the media is first thing in the am...just NOT on Monday :-).
If you are going to try and “Do-It-Yourself” it is key to know that contacting the media can not only be very tricky, it can also be earth-shatteringly SCARY!. They don’t answer, they hang up as you pitch, they simply don’t have time, they are on deadline, they don’t write about that topic anymore….as of yesterday so contact so and so now. So when is the best time to make that call and get their attention? Generally speaking, the morning is the best time to contact the media to pitch. In this case, the early bird does get the worm or the cover story. Like most of us in the morning, they are most likely to be more alert; they have more time to work on, listen to, or read whatever it is that you are pitching them. Mornings are Key! It is best to avoid Monday mornings because like everyone else, they’re coming back to work from the weekend, checking those emails and still playing catch up. Another factor to keep top of mind is where they are located. Be aware, adjust your clock and sync your time zone to when they are available.
PR 101: If your website traffic is consistently going up month over month and you see traffic from media - your publicist is on it.
A good publicist is a busy little bee. They won't call you a million times a day because they will be working on your project. However if you want to tell if they are doing what they say or if they are kicking back and snacking on an unlimited stash of Oreo Cakesters with your retainer, check your online traffic analytics. The numbers will never lie. The more attention you receive online, it means more and more people are becoming aware of your brand, which in turn means more customers will find you, and more media will become interested. It is a wonderful snowball effect. You should see traffic from online placements that your publicist has landed, and an increase in general traffic from email campaigns to media, and search engines. You may not see those transfer to immediate profit, however, they will hit a point sooner than later where they will.
PR 101: PR offers third-person credibility that is missing in ad campaigns. Consumers are smart cookies realize that ad campaigns are directly purchased by you which reduce the trust factor. They are must faster to trust a news story.
There is nothing wrong with an amazing ad campaign to get the word out about your business. However many people that begin a PR campaign do not realize that nowadays it proves to be much more valuable. Consumers are extremely intelligent and are often naturally skeptical of ad campaigns due to the fact that they know you paid for it. The beauty of PR is that our brand is spread via the news. It comes over the tv or through an article where the consumer expects journalistic integrity. Meaning that journalist or reporter, or host received nothing in return- they were genuinely interested in your story, or product. This helps the public paint their own image of your brand and increases the credibility factors.
PR 101: Play NICE! You won’t get anywhere with that attitude! Editors are a tight knit group, if you act like an A hole, word will spread FAST.
OMG did he just curse at me and hang up? Why did she send me back that rude email? The world of PR can be one that at times gets your blood-a-boiling! However It is never a good idea to have an attitude with people you need to get your story out across the country. You have to remember that these are the people that decide whether or not to cover, interview, or publish anything concerned with you, your business, product or in some cases, your client. Media at times can be a bit high strung. Think about it for a minute. If you received a thousand emails within 4 hours with people screaming look at me, and a ton of calls with “The best product around” at some point you might hit your breaking point too. In one-instance years ago I called to pitch to a well known editor. She cursed me out in 2 seconds flat and hung up. I sent an extremely calm “I’m so sorry for disturbing you and I do hope your day gets better” email. About a week later I received an apology email where she said she was on deadline and literally had 30 minutes to get a ton of stories to print. After her heartfelt apology she asked to set up a time when I could re-pitch my story. I did and landed the national placement for our client. Remember they are people too. Your best bet, if any situation were to occur, is to remain calm, handle the situation like an adult, and make sure you don’t burn any bridges. Remember at all times that Public Relations is about presenting yourself to the public in a positive light-at all times.
Beautiful Planning Marketing & PR is a full-service Public Relations Firm specializing in Celebrity & Entertainment PR, Sports PR, Fashion PR, Event PR, Consumer Product PR and Expert Branding PR Services. If you are looking for a team to work quickly, with strong media connections and an amazing amount of integrity, Beautiful Planning Marketing & PR should be your Publicity firm of choice. For more information on BPMPR services visit http://www.beautifulplanning.com or call 1.877.841.7244.