Public Relations Is About Compelling Stories and Content, Not Who You Know.
When I was first starting in public relations work in the early 1980’s people like me made it a point to get to know reporters and befriend them. I was promoting cars for Ford Motors and got acquainted with people in the area who covered the auto business. I would also arrange for them to test drive cars Ford wanted covered. It worked! Ford got lots of favorable coverage as a result of this. But life and technology and needs of the marketplace evolve.
Media in the form of editors and reporters working the way they did in the time of traditional ink and paper are gone. If you own a computer and connect to the Internet, you can be as influential as the Wall Street Journal once was. For the 21st century public relations person, you need content. Compelling news stories that will make the reader/listener watcher’s lives better and by better I mean easier, less expensive, more convenient.
Today’s public relations writer could learn a lot from inbound marketing gurus like David Meereman Scott. In so many words, Scott says that by making the information on your web site valuable to the reader and offer it for free, you are more likely to draw an audience of people who will want to do business with you. So make the content of your press releases all of the above (newsworthy and better for the lives of readers) and extend the value of that information by including it in direct e-mail, videos, audio/podcasts, and even brochures. It will test your flexibility as a writer, but ultimately draw a bigger audience. And if on line or print publications pick it up and publish it, then so much the better.
Go here to learn more about David Meerman Scott. “The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly”