PR Tips
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E is For ETIQUETTE
PR Etiquette that is. Believe it or not, but there is an acceptable way to approach the press. A lot of it just boils down to old-fashioned good manners, just like any other form of communication, but it's worth just going over the basics.
If you get a journalist on the phone, it's polite to ask if now is a good time to speak. If it isn't, ask when would be a good time to call back. If you just blather on with your pitch and they've got an editor breathing down their neck over a deadline, they're never going to pay it the attention it deserves, so give yourself the best shot you can.
Again, just like making friends, you can't rush these things. As owner and editor of www.chicklit.co.uk I get a lot of PR people phoning me up and my pet hate is someone that launches into gush speak, asking how I am like a long lost friend. It puts me on the wrong foot, as I'm silently thinking, "Who is the person. Have I lost my mind and forgotten them?" Actually, from their point of view, I'd be better off concentrating on what they say.
It's polite to have actually read the publication that you're pitching to, but it's amazing how many people don't. It's even better if you can actually comment on something that came out in a recent edition to show that you've not only read the publication but also something that they have personally written.
If a journalist leaves you a message respond to them as soon as possible. Leaving a journalist hanging only means that they will go on to the next person on their list, and mark you off as hard to reach for the future.
It's always better to send a journalist a hand-crafted personal message rather than a round-robin email sent to 200 contacts.
If you've promised a journalist something and it falls through, let them know as soon as possible so that they can find something to fill the space.
Never leave messages if you're just cold calling a journalist. First, it allows them to ignore it. Second, once you've left two or more you start to sound like a stalker.
If you are responding to a media request it's polite to keep to topic. By all means send them stuff in future, as long as you know that what you are doing/selling is relevant to them. There's no sense in building up a completely non-targeted media list just for the sake of it.
If a journalist covers you, say thank you. You don't have to gush; just a straight-forward thanks can make all the difference.
Get their name right! Double check if you have to, and if you don't know how to pronounce it, just come out with saying something like "... that's a really unusual name, how do you pronounce it properly?"
T is For TIP SHEETS
Tip sheets are short, snappy, advice-based emails, which are excellent for helping you build your profile and status as an expert. I started really using them a few years ago when one of my clients drew up her list of top 10 publications - which included the financial pages of the Sunday Times, Daily Mail etc. Unfortunately, she announced that she found the thought of getting on the phone to these people just too overwhelming. Despite all my coaxing and coaching, she just wasn't ready. So, we launched monthly tip sheets on her target area and guess what, within a couple of months (yes, as quick as that) they were calling her! By getting valuable professional advice out regularly she had proven that she knew her area and could be approached for expert comments and advice.
Here are 5 things you should know about tip sheets.
1. They are great for people and businesses that need to raise their profile as an expert. Perhaps, though, they are not so great if you're selling a product, although it can be done.
2. It's the persistence that matters most. You need to prove that you are a reliable source of advice. If they keep getting your tips and advice they will, over time, acknowledge you as an expert.
3. Unlike press releases, tip sheets don't really need to be chased up. This means that they are a great low-maintenance PR tool.
4. You can of course recycle your content and use tip sheets in your newsletter, on your blog etc.
5. Write six months worth of tip sheets in advance and all you have to do is send them out on a regular date, say the 2nd of the month.
And, of course, there are examples of tip-sheets in the back of the book!
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