Archive for the ‘Behind INK’ Category

Dick Grove

PR is not “free advertising” …but the value can be even greater

01.30.12

 

Enough of this nonsense!  Public relations is not and never has been “free advertising.” First and foremost, the term, free advertising, is an oxymoron ironically propagated not only by the non-PR world, but also by ourselves in the profession.  We don’t quickly correct clients’ or acquaintances’ misuse of the term in conversations and in presentations and sometimes use it ourselves for expediency.  And, because of the drive to give monetary value to what most in the PR profession pass off as billable work, comparable advertising rates are often used to determine hourly rates.

But let’s be clear…advertising is not free.  Neither is PR the last I checked.  But PR is not advertising…free or not.  And the confusion can be a real thorn in client relationships.

Advertising, by strict definition, is promotion through paid media, i.e., a commercial message published or broadcast by the media in return for a fee.  True…sometimes this fee may be in the form of barter but usually in the form of cash remuneration.  I often tell clients that if you wish to guarantee to have absolute control over your message, the space allotted, its positioning within the medium, its exact timing and frequency, and even a hyperlink or 800-number included…purchase an ad or commercial.  But here’s where a little tough love comes in for clients…telling them that none of that control comes with PR.  In spite of what we may infer to the contrary, strictly speaking with the final story as produced in and by the media, we have no control over the wording of the message, the length, or when it might appear.  And we definitely can’t control whether there’s a hyperlink or 800-number included.

So where’s the value in PR?  Why not just run ads or commercials?  The answer of course is credibility… the credibility of having an unbiased third party tell your client’s story within an editorial context.  Advertising is a great way to make a splash, raise instant awareness, present the facts as the client wishes them presented…but it suffers from the simple fact that the medium carrying the message is paid to do so.  PR on the other hand is convincing the medium’s discerning and often skeptical editorial journalists/producers that your client’s story or product or message is just about the coolest most interesting thing they’ve heard about all day, all week or all month…and their audience needs this information…and needs it now.  No media payment involved…just thoughtful presentation and salesmanship…and sometimes a little luck. The result is a client mention or story that can compliment or replace those expensive ads with absolute credibility…and sometimes even a hyperlink.  Is this coverage free…no.  Clients pay us for our skill and experience to deliver this third party credibility.  It’s called good PR not “free advertising.”

 

That’s my opinion…what’s yours?

 

Categories: Behind INK, Grove Report, pr marketing, pr news

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Dick Grove

Client Expectations

01.24.12

Never have so many demanded so much for so little.

 In my forty-plus years in the public relations profession I have never ever heard a client not say, “I have the greatest story that has never been told.”  That the media is clamoring to tell it if it is simply revealed to them.  And while this bit of hyperbole might well be true in a few rare circumstances, in most cases it is but wishful thinking on the client’s part. This is not necessarily a bad thing…a little naïve perhaps…but not without its strengths.  Clients need to have passion for their (company, product, service, cause, etc.) and must be able to convey this passion in all their communications…even to their PR firms.  If a client doesn’t feel passionate about what they’re selling, how can we as their official conduit expect to be less so?

However herein often lies the conundrum.  We are supposed to be the PR pros…media experts…not just flacks or mouthpieces for the clients that pay us.  Our job should not be to fall lockstep behind the “company line,” to be “yes-men or women,” nor to “drink the kool-aid” with out questioning the content or purpose.  Our job should not be to simply rephrase this “story” into a legally approved press release or two, sent over the wire…or worse yet, emailed to a list of influential editors or bloggers.  Our job, if we’re the professionals we profess to be, is to listen to what the client is saying, analyze it against credible facts and even speculative rumor, and judiciously review it as both timely and truly newsworthy within the real media world the client wishes to carry its message.  But most importantly of all…be honest with the client when their all-important story…the very reason you as the PR person has been hired…falls short of being “the greatest story never been told…” as it surely will.

What then?  If you’re in a traditional PR firm, this is when you get to really earn those big dollars you’re charging that client by actually demonstrating that you can work with the client to first get them to understand what the media believes is newsworthy and then translate that understanding into a workable strategy that respects the media’s needs, processes, and deadlines.  If you successfully accomplish this, the result can and should be (no guarantees here…) real media coverage for your client…and of course a few more hours to bill.

If you’re a pay-for-performance PR firm like us, you have no choice but to be completely honest and up-front with clients in telling them how to get maximum press coverage, “it’s not just what you think of yourself or your products, etc., but whether it’s timely and newsworthy…period.” Passion is great but hyperbole doesn’t gain traction or get published…and if it doesn’t get published, we don’t get paid.

Managing client expectations isn’t taught in PR schools or covered in most training programs, but it’s vital if you’re going to be a real PR pro.  And, being honest with an excited and passionate new client about the process of news coverage and what it really takes to get it isn’t always easy and can put your relationship at risk.  But far better than the “kool-aid” alternative.

That’s my opinion…what’s yours?

Categories: Behind INK, Grove Report, pr marketing, pr news

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Dick Grove

Starting the New Year Off Right…

01.08.12

Some PR resolutions worth keeping.

 Two weeks into the new year…everyone holding to those New Year Resolutions?  Have you signed up at the gym…put down that final cigarette…made peace with the obnoxious neighbor…cut those credit cards into tiny pieces?  Right!   I’ve got a suggestion…try concentrating on resolutions that you actually might be able to keep and do you some professional good at the same time.  I’m going to focus my next few blog posts on some of these professional resolutions both for my own improvement…and maybe a reader or two.

First up, how about committing to making your media pitches more effective by actually listening and learning from those that you’re pitching?  A novel idea perhaps, and not terribly sexy or as healthy as stopping smoking but worth a try.  Perhaps a good place to begin would be some helpful hints I recently received from an executive producer and friend at a local television station as to how PR types could increase the likelihood of broadcast coverage…

1. Lead with the local angle…if there isn’t one, we’re probably not interested.

2. Make the pitch visual…both in its description and in how it can be presented.

3. If you do send out information to newsrooms, don’t use any material that has “media placement” on it.  Newsrooms don’t like to be “used” to get companies on TV.  

4.  If you think you’ve got a “story” – don’t “lead” with the service/product/company in the pitch.  As a news producer, I delete “commercials” from my email, before even getting to the content of the email.  Lead with the “news” part of what you’re pitching.  Perhaps it is convenience around the holidays … safer eating around the holidays … or even, “give the gift of convenience and health this holiday season – we’ll show you how, etc.”

5.  Don’t ever send media something where they have to do a lot of reading.  Media folk get tons of stuff and it only gets a cursory glance – we need it in small chunks because we make very quick decisions about what to cover, and won’t read long releases.

Next up…Listening to your clients.  Sometimes they are right.

 

Categories: Behind INK, Grove Report, pr marketing, pr news

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Cindy West

Do you have what it takes to be a media rock star?

07.06.11

We’re looking for a few really sharp media relations experts that have the talent, go-for-it attitude, and experience to pitch and place great PR stories in print, broadcast, and online for our consumer and B2B clients. If you’ve developed some great contacts and/or a specialty, such as national broadcast, magazines or tech trades…all the better. If you’re timid or shy, don’t bother. But if you like beating the odds and are media savvy with a proven track record of landing great coverage, we’re definitely interested. Join our growing team of media specialists, who enjoy the freedom of working in their own environment, and being rewarded when they succeed. For more information about our company, check out INKinc PR

To find our more information, contact:
dgrove@inkincpr.com

Tell us about your “rock star” status as well as why you think you might be a good fit.

Categories: Behind INK, Behind the scenes, pr news

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Cindy West

How my GPS inspired me to write this post

06.02.11

NavLast week I almost became a statistic from the extreme weather we were experiencing in the Midwest. I happened to be on our annual “working vacation” at our cabin where we take on a makeover project on our 800 square foot retreat each Spring. Unfortunately, this project required another visit to the nearest home improvement store to pick up additional supplies which we  needed to complete the job.  My husband was in his groove on dismantling and rebuilding so I decided to make the 30 minute jaunt to town to pick up the supplies.

As I arrived at my destination, the storm clouds were rolling in and looking quite ominous. I started to get that uneasy feeling that it might just be more than your typical thunderstorm. My intuition has always served me well and I decided to stay at the store until it passed. Had I not followed my instinct, I may have become a statistic as a tornado touched down right through the area I would have been driving through.

Once the storm passed, I started to make my way back to our retreat with supplies loaded up when I came upon roadblocks that were the result of debris left by the tornado and emergency vehicles blocking intersections. I was relieved to find out that no one had been seriously injured. Every turn I took, seemed to end up back at the same road block. Remembering my phone had a navigation app on it, I entered the address of my destination and I was soon on my way heading east.  I soon found myself down roads I had never driven, exploring areas that I never knew existed. I would sometimes become distracted  by the beauty and miss a few turns in the process causing my GPS to re-route to keep me on track. It was patient and persistent in letting me explore but nudging  me back to the destination I wanted to arrive at and mapping my steps to get there.

I am back at work this week and as I reflect back on that experience, I discovered that their were ironic similarities to what we do for our clients on a daily basis in developing and executing  a  road map when it comes to navigating the media. Here are some of those tips.

Destination-What is your clients vision and the result they want to achieve to arrive at that destination?

Map it out- Today’s landscape of media is so much broader with more opportunities available. Most media outlets have an online presence, and have incorporated social elements that reach even more audience. Work with your client on how they can leverage the coverage they get. Your map is a guideline to get started, but be ready for an occasional turn in the road.

Explore New Landscape-Ever heard the saying, “never waste an opportunity?” Educate your clients to be open to exploring other media opportunities, building expertise and credibility that can trigger interest. Journalist and reporters search for information online and could come across an article written about your client in one of their favorite blogs.

Roadblocks-many times when working with the media you encounter roadblocks, identify the roadblock and map out a new route.

  • Identify why a pitch is not working and  collaborate with the client on what is needed to overcome the push back
  • Explore new angles that can position your client as an expert in contributing to current news that is happening
  • Do your homework when choosing the right outlets, and pitching those outlets. Don’t rely on a media database to give you everything you need to know
  • Clients should look at their own internal roadblocks that might be hindering progress
  • Stay focused and persistent, analyze and adjust tactics only if it brings you closer to that destination

And like my trusty GPS will tell you (if it could really talk):

  • Have patience
  • Allow for the occasional missed turn
  • Re-route when you stray to far  and focus

You will ultimately arrive at your desired destination. How are you navigating the media today?

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Categories: Behind INK, Behind the scenes, pr marketing

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