Category Archives: news release

Taboos in PR, What the Biz Exec Needs to Know

Every profession has taboos and things that tarnish reputations and business efforts. Public relations is no different. By knowing the taboos, business executives can do a better job finding the PR team that fits their needs, budget and culture.

7 PR Taboos Revealed, Attention Business Executives

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  1. A Press Release Is Not PR. No matter what anyone tries to sell you, one press release is not a business-changing event—or a public relations (PR) program. It is one component that is usually overused and sometimes useless. Effective PR requires a PR person—someone adept, experienced, creative and comfortable walking the tight rope between client needs and reporter needs. And pricing? NEVER pay more than a $500-$1,000 for someone to write a press release. Ever.
  2. No Value. If you don’t value PR, don’t do PR. Often, PR is perceived as a necessary evil – and a drain on the marketing budget. If the executive team doesn’t believe it can add value, allocate dollars elsewhere. Better yet, have someone explain its value—and how it compares to other communications efforts.
  3. Trust or Bust. If you can’t trust ‘em, fire ‘em. There are quality PR agencies and people who know the rules and boundaries—and have the news noses that matter. Sadly, there are many who don’t.
  4. Play Fair, Play Baseball. Not every news release or PR story idea will be a home run. And nobody hits home runs all the time. Expect PR to be like a baseball game. Sometimes there are first-base hits. Sometimes there are strike-outs. Clarify and manage expectations starting from day one. Be specific. Be real.
  5. Avoid Long Legs. I hate to admit what I’ve seen in my career. I know agencies who strut in the young account ladies to woo the prospects – most of whom were all-male Boomers who lapped up the extravagant beauty in the room. Sexism in galactic proportion. Don’t fall for the oldest trick in the book. Good PR is not sex, sizzle, short skirts and long legs. It’s about news smarts, big ideas, hard work and persistent outreach—and usually works best when involving mature (old), frumpy guys and gals.IMG_8715f
  6. Know What You Pay For. So what should you pay for PR? It depends on scope and breadth, and monthly deliverables, all of which should be in a written plan. I’ve seen consistently successful PR programs for $1,500 per month (a small business client). I also recognize that PR programs can be $10K to $20K/month BUT know what you’re paying for, and avoid nickel-and-dimers.
  7. Madness Over Metrics. It’s the PR Achilles Heel. How the hell do you measure the value of a story in The Dallas Morning News? Is the story all about you? Are you one of several sources quoted in the article? Is your key message embodied in the story? Do you measure by number of “news hits” or rank stories in terms of message, or both? It’s a nightmare. Business executives rarely care to see anything except “tonnage”—the number of articles that includes the company name or an executive quote. There are tools for PR measurement. They cost a lot. In 25-plus years, I’ve had two clients willing to pay for such services. Work with your PR agency on the metrics. Stick to them and revise, as needed. Without metrics, there is no way to ascertain success.

This is not intended to assume that the PR industry or its people are largely flacks and quacks willing to cheat companies and clients. Not. Most PR people are hard-working, family-loving professionals doing a job. With integrity.

Now, share YOUR experience working with PR professionals.

Keep it PRactical.

-R

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Filed under CEO, news release, PR, PR agencies, press release, Public Relations, Small Business

What’s Newsworthy? Execs, listen up

it’s IHOP and a 1:1 coffee break with a colleague–a company founder and executive–and he’s excited. His $5 million tech company has secured three new clients in the last two weeks. And the new website and partner portal are one pinch from being launched.

“I want us to announce it big–do a news release. Let everyone know that our website is spiffed up. It’s sweet.”

I fight back a yawn while remaining intensely focused on my colleague. How many times have  I sat face to face with a company leader who wants to announce a website re-launch. Dozens of times.

ImageSo my executive friends and business colleagues, please know that your communications consultant isn’t being cynical or superior when he or she resists your suggestion–or dictate–to do a news release about websites or version 3.4256758 of your software.

They’re doing their job. They’re making you look smart while advancing their reputation. Reporters receiving useless “news” go Pavlov when consistently receiving junk from a specific PR person or company. The more crap you send, the louder that Pavlovian “bell” rings and they react: Delete. Deny. Junk it. The DANGER: When you do have real news–real news–that bell will dispel your coverage opportunity.

Newsworthiness matters. It takes diligence, questioning, examining, pushing for validation and key points, identifying what are newsworthy elements–and what will the reporter/writer consider news? A Dallas Morning News reporter wants local relevance; A reporter at Supermarket News wants industry relevance. Your PR person knows the story angle, hooks, and what individual reporters really want.

What did my news radar target when meeting at IHOP with my CEO friend? Not “news release about our website.” I heard New Customers. That’s the news, especially if it’s in a niche industry, the customer offers innovation or is a top brand or publicly held company.

Executives, listen to your PR rep. Leverage their expertise.

PR friends, don’t crank a release out just because the boss “expects it.” Do your best to be strategic, to advise–even politely resist. Let your boss–and his or her boss–know there are other ways and better ways to Tell The Story.

Discover the real news. It matters.

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Filed under Media, news release, PR, press release, Public Relations, Small Business

More Power to the Press Release, or Not?

The press release is to public relations what cows are to hamburgers. The press release takes raw information and grinds it up (re-formulated sounds nicer) to share a story that has news value to readers of the media.

News releases follow a specific style and approach that editors and reporters expect. They tell a story with facts and quotes, and avoid exaggeration, clichés and corporate baloney. The press release is the ever-loyal, ever-useful news-sharing tool. It is a Deity in PR.

But the world is a’changin. So what is the news release in today’s world? Increasingly, they are more concise and have an uber-immediacy to them.

So is the press release an ol’ tired dog? I think not. It’s adapting and still alerting the media. But there are other ways—better ways—to share your story, even when it’s not hard-breaking news. One source says Business Wire and PR Newswire send out 1,000 news releases every day. PRWeb? It shows 300 per day, according to the source. Essentially you’re in a knife fight for a reporter’s attention.

Share Your Story in Other Ways

The Story Idea. So what exactly is the story and “news,” and will it pass muster with a reporter or editor? That’s where PR practitioners must do the tough work and talk tough with clients. For example, is it news when a company receives an award? Should a news release be written and distributed to media? Probably not, unless it’s the Nobel or Baldridge Award. What can make this award a relevant and compelling story? Can a story be formulated that broadens the story into a trend, with the award a sub-fact that serves to qualify your client as an innovator? Is there a story direction that delivers valuable insights about how a company–or companies–demonstrate quantifiable excellence and innovation?

The Story Idea–a written and/or verbal pitch–is the PR professional’s primary skill (quality writing and a “news nose.”)  We build the story with key players and potential trends, then back them up with interesting elements and/or hard data. The story will be best with multiple story sources, such as your client, an industry expert and at least one other (a customer).  A solid pitch in writing or in a call with a reporter is often worth more than 100 news releases.

The Bylined Article. The monthly issue of Banana Growers Today magazine is published. Go to page 12 to see Abe Gorilla’s photo next to a headline and page header named “Opinion.” Abe is your client. He’s a banana grower and he’s addressing the issue of “Green & Yellow Bananas: Too Ripe for Consumers?” You placed the story, wrote it for Abe, had him review and tweak, then you submitted it to the publication. They like it. And now it’s published. Now Abe can use that story to promote the company to prospects, customers, even employees. The bylined article turns company executives into subject-matter experts.

The Editorial Calendar. Why write a press release that may get marginal coverage (or none at all), depending on news value, media deadlines, breaking news and more? An alternative approach that often yields results is to identify the most relevant publications read by a client’s target market, then review each publication’s Editorial Calendar, a document that tells exactly what subjects are being covered by a publication. They are usually listed by month or issue date.  This generally gives the client a bigger presence and a stronger story.

Blog Posting and Bloggers. Reaching out to bloggers isn’t secondary anymore. They are as influential–even more so–than traditional media. Whether they are “citizen journalists” with expertise, or personalities from newspapers or analyst firms, they can draw interest to your client’s expertise, insights and announcements. In addition, make sure the client is using social media effectively as well. They can propagate their presence among prospects, customers, employees and suppliers by reaching out to them online.

Customer Braggarts. What’s better than someone tooting your horn? It’s sure more tasty for a reporter to hear how great you are from external sources than hearing you or your paid PR person to brag about you. Get customers involved in your PR efforts. Write case studies. Even consider writing a news release, story pitch or other means that come directly from them to the media. You do the work. They get the glory. And so does your client.

So, is the press release still the Lord of the Corporate World? Just how potent or impotent is it today? Our opinion: It’s overused and often a waste of money and resources. But dead? Not so much.

The PRactical PR Guy

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Filed under Media, news release, PR agencies, press release, Public Relations, RGM Communications, Small Business, Social Media