Read 14 things you should know about the press


1. Understand You’re Not the Only Story in Town

  • Bloggers and reporters are busy. They want good, relevant stories…first!
  • Develop your story and tailor it to each prospective outlet.
  • Just because it’s new, doesn’t make it newsworthy

2. Pick the Right Person/Team to Lead PR

  • “You Need PR” - DIY vs. in-house: There’s more to it than you think
  • Stay smart when deciding on in-house or outsourced PR.
  • When selecting an outside partner, ask the right questions.
    • Do you have the bandwidth to help us achieve our goals?
    • Who is working on my account and when can I meet them?
    • What have they worked on and do they know my space – pay attention to how they summarize their clients.
  • People are cutting deals: lower fees, cash + equity

3. You Are the Company Brand

  • You are important in the PR process!
  • Get to know the community of writers.
  • Introduce yourself before you need something!
  • Everything you do online contributes to your brand.
  • Network!


4. Identify Your Markets and the People Who Matter

  • Where does my service/product fit in the bell curve?
  • Where are my customers? And where will they be tomorrow?
  • What are their channels of influence?
  • There is no one audience for your message. This is about people, and people hear things differently.
  • Start a conversation…not just another pitch.


5. Create a Launch Plan

  • Timing is everything. Monday mornings are JAMMED.
  • Create a news platform. A press release is not a launch strategy.
  • Respect and know the difference between an embargo and an exclusive.
  • Less is more.
  • Allow your contacts time to prepare, help them help you.
  • Do something specific for each blogger/reporter.
  • What happens after launch?


6. No Two Bloggers or Journalists are Created Equal

  • Know who you are reaching out to and “think” about why they should stop and listen.
  • Do your homework.
  • It’s not just about the A-List.
  • Media and blogger databases are dangerous! Blacklists are changing the game.
  • Remember, you’re building relationships.
  • Perception is everything.

7. Determine What Success Looks Like and How to Measure It

  • Establish metrics early.
  • Proper measurement and analysis are essential for prioritization. Integrate web analytics into PR
  • Be realistic and also ambitious.
  • Cleanup the visitation path (click path) to maximize conversions.


8. Make the News Newsworthy

  • Is this really newsworthy or is this an SEO release?
  • Know what you do and why it matters to respective groups.
  • Figure out what makes it important and beneficial and to whom.
  • Communicate it fluidly.
  • Summarize the story, individually for each person you’re reaching out to.
  • Package your story with everything they need, pictures, video, screencasts, links.
  • Yes it’s time consuming, but we’re building relationships…not broadcasting spam.


9. Become or Identify an Incredible Spokesperson

  • Passion + Enthusiasm does not always equal a Good Spokesperson.
  • It’s a cliché, but first impressions really are everything.
  • If it’s not you, who is it?
  • Media and Presentation Training never killed anyone. The inability to tell a compelling and relevant story has killed companies.


10. Your Company Blog is More Powerful Than You May Think

  • Your company blog is critical to maintaining communication with your community.
  • See above.
  • We’re building relationships, which requires cultivation and nurturing.
  • Become a thought leader - No one else is going to do it for you!
  • Company blogs can become a resource to customers and stakeholders.
  • Leave valuable, constructive feedback on relevant blog posts.
  • Don’t break your news on your blog!


11. Follow the Conversations and Participate in Them

  • Social Networks are a part of your community!
  • Go where people are…the conversation is expanding beyond the blogosphere.
  • This is about dialog.
  • If you can’t make the time for it, divide and conquer, hire a Community Manager or empower your PR team.
  • The best conversationalists are, in fact, the best listeners.
  • Companies doing this well today include:
    • Dell
    • Zappos
    • SouthWest
    • FreshBooks


12. Answer Customer Service Emails and Calls

  • A must for everyone on the team.
  • Customer Service is the new marketing.
  • Stay in touch with your customers’ challenges and perceptions.
  • It sets real world perception.
  • Feed the knowledge back into everything.
  • Inspire more accurate, innovative, and engaging outreach.
  • Turn your users into enthusiasts.


13. Don’t Rely Only on Traditional Media

  • Newspapers are dying!
  • Magazine circulation is falling
  • Radio is cutting staff
  • TV audiences are fragmented


14. Today, Everybody’s a Publisher

  • Social networkers
  • Facebook, LinkedIn, Twitter
  • Bloggers
  • Ezine publishers (Search for “ezine directories”)
  • Content providers (EzineArticles.com, HubPages.com, Squidoo.com)