Posts archived in Content Marketing
A new and widely-shared inforgraphic called “What is Public Relations” captured my attention today — not just because I currently work in PR, but also because it brought up a few questions about the industry.
The infographic, which was published by PR Newswire, aims to define PR through crowdsourcing, asking industry professionals to complete this sentence: “PR is ___”.
Although I liked the idea of asking PR pros how they define their industry, the result is troublesome for two reasons:
- There’s a wide range of definitions — from vague ones (e.g. “digital” and “social”) to more complete and specific ones (“solving problems for organizations through strategic communications”).
- Fluffy words are common in PR, as clearly demonstrated by the quotes used in this infographic.
How do you convince media and bloggers to write about your business or organization without making them upset?
Last week, a Marketwire webinar answered just that. The webinar, titled “Stop calling journalists: Get them to call you”, was presented by Lisa Elia, founder and CEO of Lisa Elia Public Relations and a 20-year PR veteran.
In the hour-long presentation, Lisa offered tips on how business owners can establish themselves as media experts. She also revealed how to properly build strong relationships with journalists and bloggers and stop alienating them.
Here are Lisa’s 11 PR tips:
1. Do your research.
Lisa emphasized the importance of knowing your industry. Stay up-to-date on current events, and form an opinion on how they will affect your industry, product, service, and the audience you serve.
She said that it is important to research every media outlet you pitch and every writer you pitch. If you’re not quite sure where to find journalists, look into paid services (such as Media Hub and Cision) or free online services (such as Bulldog Reporter and Yahoo! Media Directories). Most of the media outlets’ websites also now include names and contact info of producers, radio hosts, and editors.
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