5 PR Dos & Don'ts

After more than 20 years in journalism and public relations, I’ve seen some good and some really bad public relations work. Granted, resources at publications have been cut to the bone and everyone has less time, which is contributing to reporters not picking up on your press release. Reporters are also working on original stories, which is what drives readers to their sites rather than the competition so even if your press release isn’t picked up as a feature, it may spark something in their minds for a larger story idea that garners more attention. (That’s your freebie tip, although this is all free so whatever.)

Here are a few tips to help you get noticed:

1.     Be honest and as open as possible. Reporters may call you about some not good news about your organization. Ignoring the issue does not make the story go away. Respond with as much information as possible, and figure out how to make it a positive. Say your boss had his hand in the cookie jar: Make your story about how the organization responded quickly and is changing policies and procedures to ensure it doesn’t happen again. Acknowledging the issue and how it’s being resolved demonstrates integrity on the part of your organization with both the readers of the article and the reporter, who is then more likely to call when the company has some expertise to contribute and puts it in a more positive light.

2.     Return the call. Don’t send out a press release with a contact person who’s going out on maternity leave for months or the expert source who won’t be available for a week or more. Get the reporter to that expert as quickly as possible. Make sure to ask the reporter’s deadline, because in their mind it’s about making their editor happy with a complete article on time. As with any business relationship, it’s about giving at least as much as receiving.

3.     Provide artwork when possible. Artwork gets articles greater attention, and if you can submit a photo or a video clip of your event then it gets your company attention and saves the news organization from digging up stock art or video clips or having an infographic designed. Be sure to include a caption identifying the names and titles of all the people in the photo or video. But PLEASE, avoid the giant check and a bunch of guys-in-ties photos. Action shots are best to grab attention.

4.     Make reporters care about your story. Believe it or not, they’re human, too. Whether making a call or sending a press release, always have a how and a why ready. How did you increase loans by 100% without negatively affecting delinquencies? Why did you decide to begin working with this charity or serving a low-income area? Personalize it with someone who benefited from your changes, like the single, low-income mother who can now drive to work and pick her kids up at school with the used car loan you provided.

5.     Along the lines of ‘they’re human, too,’ develop a relationship with reporters. If geographically possible (and we’re not in quarantine from coronavirus), meet for coffee or lunch. I once had a PR person send me a Starbucks gift card and set up a tele-coffee because we were not local to each other. And, time permitting, go beyond the actual business purpose of the meeting by asking about family or recent vacations. When you develop a rapport, you’re more likely to become a regular source and receive more attention for your PR goals as well.