PR: Catchy emails and recognising opportunities
“DO NOT SEND A 19 MB EMAIL TO THE EDITOR OF A PUBLICATION YOU ARE HOPING TO GET COVERAGE IN!”
This was just one of the insights presented at the PR-Net “Meeting the Media” event last week. Graced with Naushad Khan and Shiraz Reddy of The Next 48HOURS, Ashleigh, Rinette and I sat in the back row eager to take in all there was to be taught. Surrounded by a room of people from small business owners to established public relations experts, the afternoon promised to develop our minds, network and skills.
PR is about recognising opportunities, yet they’re so often missed because of a below par approach. Of all the many hands-on, to-the-point advice we received from Naushad, these are the top five tips that we took to heart:
#1 When approaching an editor, send a one-liner email and be specific about what you’re offering. If they like what they see they will ask for the content. No editor has time to wade through oceans of content they’ll never use.
#2 Be confident about what you’re good at. If you’re a business, or if your client is a thought-leader in one niche area, don’t try to push into semi-related areas just for the sake of coverage. This is a sure fast way to ruin your network reputation with publications.
#3 Everything is an asset. Use every resource available to you. Whether it’s a friend in some big agency that could connect you with someone or your distant relative that will willingly bring you midnight snacks as you burn through the night, never be too proud to ask for the help you need.
#4 Media shapes how people think, feel, what they do, what they see and how they experience things. Determine what space you want to hold in their minds and own it.
#5 Make sure you understand the media landscape you’re walking into – this way you’ll establish yourself and be effective as a credible source. Knowing what you’re up against gives you an edge above other content providers offering similar things.
“The insightful talk from Naushad taught me that small independent publications are willing and excited to work with PR agencies. All we need to do is be willing to collaborate rather than just spam their inboxes. It's about tailoring content together as a team.” (Ashleigh Butterworth)
A huge thanks to The Next 48HOURS and PR-Net for the opportunity to learn and connect.
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