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 secndary 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

The PR Agency: Results or Ring-Around-The-Rosy? Part 3

We finish up the agency ring-around-the-rosy with part 3, which offers practical advice for practical seekers of quality PR agencies.

The madness of two masters. A PR agency serves two masters: You’re the client and you’re paying the bills. The media control the flow of information and whether you are part of a story they are writing. We strive to make you happy AND the reporter happy. We walk a tightrope between you both. We can’t shove a story idea down a reporter’s throat, nor can we disregard your requests.

Smart agency hiring. So how should you hire an agency? Go national, local, big agency or small? Do they need to be experts in bio-engineering since your company focuses on biotech? Not so much. Most PR professionals are generalists who may write, pitch and parlay their general understanding to the media and others. PR professionals often jump from sharing information about point-of sale-systems for one client, online education for another, and remote monitoring systems for yet another. Check out an agency’s portfolio of projects and writings.

To find the agency best for you:

• Ask for referrals from colleagues
• Check what agencies your competitors are using (size, locale, specialties, etc.).
• Ascertain what you want from an agency–and how much you have to spend. Create a general scope of work.
• Do your interviews, not just with agency VPs, but the entire team, oldest to youngest. Is there rapport, smart thinking meshing personalities? All of these matter.

Does industry experience matter? Industry experience is not always critical when choosing an agency. You may evaluate their knowledge of your company and industry by reviewing their agency’s strengths, team members and client rosters. A key consideration is to evaluate whether they focus on business to business clients, or business to consumer, or are they ad agency/social media agency pretending to do PR and be “everything to everybody.”

Seek agencies by generating a formal Request For Proposal. Don’t! Formal RFPs are often required because of corporate and/or government guidelines, but if you don’t have to generate an RFP, don’t. They’re time-consuming for the client and difficult to complete for the agencies. Nobody wins, and you get answers “you want to hear” vs. what agencies can do–and will do.

Matters of magic. Often, a client thinks a PR agency can start the job without one iota of background or information.  How many times in 25 years have I shared the reality that PR experts aren’t magicians just whipping up really cool ideas and stories. Well, we can, but that doesn’t justify or maximize your PR spend. Creative ideas are great but if they are not tied to business strategy and goals, what’s the point? Don’t expect magic. Expect commitment and upfront time with your PR team to brainstorm, bounce ideas off each other, talk key corporate initiatives, product and services launch plans and more. Encourage your agency to build rapport with executives, managers and every-day employees that have golden insights and information. Ultimately, the PR team is a group of translators and news hounds that take company information and use their expertise to achieve results. We always emphasize that YOU are the subject-matter experts.

Good luck or good approach? Playing black jack requires good luck. PR does not (usually, although a little good luck is always a joyous occasion). PR requires a plan: Goals, objectives, strategy, tactics, and a tie-in to company sales and growth plans. A PR plan is written and consistently updated. Want a SAMPLE COPY OF A PR PLAN? Just ask.

R-E-S-U-L-T-S. That’s always the first sentence out of the mouth of every client. Yet, often, the results aren’t defined. Define them upfront, make sure they tie back to the initial expectations and plans discussed on day one. Often results will change forms over time. Just make sure you’re all on the same page. Results also require more than agency sweat, tears, story pitches and success. It means clients must engage, share ideas (even if they seem crazy) and connect with the team.

PR Land. So often, it’s like Lost in Space. We’re always discovering new planets, people and opportunities, and occasionally we face the difficult ones like Dr. Zachary Smith. PR Land is like going to the moon–full of energy and excitement, often mysterious and rarely boring. PR Land is a great adventure that’s usually a mix of chaos, adrenalin and getting ready for a crazy ride. One caveat, PR, unlike Lost in Space, usually does not require flying into forbidden zones, crashing into alien planets, talking robots or sniveling, double-minded dingbats … Usually.

Public relations. When done well, done right and done honestly, PR is core to your success, in marketing and business. Especially when it’s personal, professional and practical.

—The PRactical PR Guy, Dallas

The PR Agency: Results or Ring-Around-The-Rosy? Part 2

In our last post, we began with, ” So how do you know if your agency is working hard, or just playing ring-around-the-rosy with your money and company?” We talked starting with realistic expectations, then pursuing the agency that’s right for you.

So to continue, here’s the bottom line:

• The number of press clippings don’t matter. Blasphemy, I know. But, would you rather have four news clips in one month, or one big story in a  publication that matters to your customers and prospects? A miniscule mention in the Wall Street Journal (every clients wants to be in the WSJ, whether they have a story or not) is less valuable than Cattle Hide News if you and your prospects focus on beef and hide manufacturing. So, did the agency fail because they didn’t meet the “number of clips standard,” or succeed because Cattle Hide News is the exact target of your business? This is practical PR in progress.

When it comes to PR, here are the practical realities:

• Expectations. I know, we keep talking about this, but it’s critical at the very beginning of a client-agency relationship. When I meet with a client, this is where we start. First, I listen to their PR perceptions and expectations. Then I explain mine and what’s involved in the PR gig. Quality client-agency communications requires an open-door policy that allows candid conversations that can be refreshing, and sometimes difficult. Bottom line, it keeps everyone accountable, intentional and focused. Transparency eliminates friction, confusion and ignorance.

• The Control Factor. An uninformed client–usually a field sales representative that works with the client, calls the PR agency:

“Hey Bob (agency supervisor), we have three sales guys who received Top Salesman Awards at our meeting in Hawaii.
If you could place the story on the inside page 2 of the business section, that’d be great. Oh, we’ve got a great photo too.
Could you get that in this week? Thanks man.”

In this case, we remain calm, get back to the client, provide some education and possibly refer the client to the publication’s advertisement department. As PR professionals, we have absolutely no control of media and a publication’s story decisions, or when and where it will be published. We do the best job possible and remain engaged with the media. The reality is that some months reap rivers of life; others yield times when we feel we’re wandering through the wilderness for 40 years … without Moses. Recommendation: Be patient, know your agency is really working newsworthy story ideas, and recognize that some days are diamonds and some days are dirt.

• Spin, Sin and Doing It Right. High-integrity PR professionals don’t spin or sin  just to get a story placed. We avoid lies and exaggeration. In fact, we abide by codes of ethics from The Council of PR Firms, PRSA and/or IABC. We also counsel clients to focus on quality of news, not quantity of news releases. Quantity results in irrelevant information, not news. Long term, this quality news approach makes the client and agency look a lot smarter to editors and reporters. One alternative news strategy is to identify press-worthy news releases that you actually distribute to media, with others being written but posted only  to your website’s newsroom and being only sent to employees, suppliers, customers and prospects.

—The PRactical PR Guy, Dallas