In the PR world, the phrase “work your magic” is commonly used—especially by clients.
Though it’s flattering to hear, many PR pros know that what we do is far more complex than waving a wand. Our greatest tricks include more than a glitter-covered stick, mystical incantations or a handful of fairy dust.
Here are a few tips for working your magic with clients and agencies:
Have an open line of communication.
Prepare to share.
Public relations entails having a close partnership—or collaboration—with a client. Without regular phone discussions, emails or meetings, it’s impossible to know what’s going on.
Often, the best ideas—or moments of magic—evolve from a simple chat between clients and consultants. For example, a client might casually mention a foundation it’s aligned with or a target audience it’s aiming for.
A quick remark can spark a new lead for a savvy PR pro. When inspiration strikes, be upfront about your plans, offer clear feedback, and keep the conversation going.
Gain a clear understanding from both sides.
From a client’s perspective, knowing what your PR pro expects and what you’re seeking is essential.
Before looping in a PR firm, hold preliminary calls or meetings, and ask plenty of questions. Discuss why you’d like to partner with the firm, your current PR strategies and what your dream scenario would be.
Then, draft a written plan to use as a roadmap. Similarly, be wary of firms that don’t ask questions of you. The best publicists are strategists, not order takers.
Provide resources and information.
Your PR team will want reassurance that they can reliably and quickly get in touch with your client.
Whether it’s a last-minute media coverage opportunity, an interview for an op-ed or a request for additional data, participation from key players in your organization can help.
Sharing as much information as possible will better align you with the firm’s vision and form a solid strategy.
Have realistic expectations.
Even if your agency has landed its fair share of New York Times and Wall Street Journal placements, it’s important that you realize excellent PR has more to do with positioning than it does with prestige.
The target audience for a successful pitch might be more regional than national. Sometimes, a few hyperlocal speaking engagements must be booked before approaching New York’s coveted 92nd Street Y.
FREE DOWNLOAD: Not all staff sit at a desk all day. Here are 10 ways to reach them.
Solid PR plans are customized by the client, and their results culminate a consistent effort over time. The most stellar media relations efforts could take six to eight months to pan out.
Crafting a clever article or writing a company newsletter requires effort, too. Even the most seasoned pro will write, rewrite and edit a piece of copy before submitting it to a journalist. All of that takes time.
Trust is a must.
If you hire an expert and are certain you have the right person in place, step back and let the process unfold. The professional you’ve hired is familiar with media coverage and probably knows a thing or two about pitching a reporter on deadline.
Ready to make some magic? With communication, partnership, cooperation and trust, you’ll be well on your way—no hocus-pocus necessary.
Filomena Fanelli is the CEO and founder of Impact PR & Communications in Poughkeepsie, New York. A version of this article originally appeared on Impact’s blog.
(Image via)from PR Daily News Feed http://ift.tt/28S6jUm
No comments:
Post a Comment