How many times have you wished that you could indeed read your client’s mind? Or even better, read the mind of the prospective client? I remember pitching a cruise ship line several years ago. They had called me because I had the relevant experience just recently having launched a new ship.
After the preliminary niceties, it was decided that I would fly out to Seattle to meet with them to present our initial public relations program. But first, I asked if they had a budget. Their response was the dreaded “zero-based budget” which quite frankly means that although they probably do in fact have a budget, they don’t want to tell us because they have the misbelief that we possibly will bring the budget in for less, and then they will have “saved money.” How foolish.
So, to remove the suspense, I didn’t get the piece of business. Why? Because when the client went to the back page budget and saw the total, he screamed, “On my goodness, this is much higher than our budget.” Now, if the potential client had only told me his budget number I would have been able to create the best public relations program at that budget number. But because I couldn’t read his mind, I came in too high and could never salvage the business.
So, what has this taught me? Here is some insight into what potential clients are thinking:
Can I trust her? Remember, it’s the presenter, not the presentation that gets you hired. They want you to look them in the eye and make them believe that if they give you their business, that you can truly help to solve their problems, make them richer, sell more product, whatever.
Will she be there when I need her? Back in the day, I remember a noted PR firm having mandated that their staff wear pagers even when they went to the bathroom. Today, with everyone’s mania about not going anywhere without their cellphones, the need for a mandate has been eliminated. Clients want to know that they can reach you anytime and anywhere. Yup, I know, that can mean nights and weekends, but if your client has a sudden crises, like a cruise ship fire off the coast of Alaska, they want to make sure that their team is there for them.
Will she be the monitor of my money? OK, so you developed a suggested budget but things happen during the implementation of a public relations program whereby you may need to spend additional monies. Don’t be an idiot and spend big money without getting client buy-in. I have never had a client tell me “no” I can’t spend that unanticipated money. I have only seen clients go ballistic when huge, unanticipated expenses come through.
Will she make me look like a hero to my boss? Everyone has a boss, even the CEO who just may happen to report to his shareholders. So, when you are hired it is your job to make him look good; to make his superiors believe that hiring a PR firm was a good and meaningful corporate spend.
Here’s a great “geek joke:” Where do you hide a dead body? Answer: On the third page of Google results.
I always tell young employees to be careful of what they post on social networks cause it may come back to bite them in the ass. Whether it’s partying at a frat house with beer bottle in hand or romping topless at a summer share, posting these shots on your social networks can lead to job declines and worse. The best protection is not to post ‘em. Next best is to become proficient at creating your own content and optimized profiles, to push offending content down to that proverbial third page in Google search results.
Search yourself. Do a Google search on yourself including Google Images. Heavens forbid you see that photo of you holding that beer bottle, or worse. If you do, then you know you have your work cut out for you.
Keep private things private. Put privacy settings on all content you want to share only with a select group of friends and family. Remember that social networks are always changing their privacy settings and friends and family can easily forward embarrassing photo without your consent.
Buy your domain name. Yup, for a few bucks you too can have your own website. You don’t have to be a famous author like Stephen King in order to get your own personal domain name. This is the place to start building your personal reputation: Place your bio, photos, blog posts and articles from sources you respect.
Join social networks. Here’s where you get the opportunity to tout yourself and your accomplishments. Post your personal information on sites like FacebookLinkedIn, Twitter and even Google+. And if you’ve got some good graphic illustrations try posting on YouTube, Tumblr and Pinterest. Then, if you want to be more active, try joining groups on sites like LinkedIn and posting new content.
Optimize your social presence. Fill out your information as completely as possibly including, of course, your URL and all social network links. Most websites give you the option of linking to other social media sites—do this—it will make your online presence stronger.
“Why do you want to go into public relations?” I queried.
“Because I’m good with people,” she responded.
I have lost count on the number of times I have heard this response from the uninformed person who acknowledges that she/he wants to pursue a career in public relations. In order to succeed in the public relations industry, there are several basic skills that must be either honed or acquired. Here is a list of my top five:
Strong writing. It always surprises me when a newbie is unaware of the need for good writing skills. In fact, that’s probably the most important skill of all. Employees have to be able to write to the media (via pitches and queries), write to the clients (status reports and updates) as well as their boss (weekly reports). A well written media query will garner the attention that clients deserve.
Think like a reporter. I was fortunate to have gotten my first job as a news reporter, but most of those in public relations don’t have that opportunity. It is a must to not only query the right media, but to read what they write so that you know how to approach them on relevant topics. If the reporter covers the area of technology, you will surely be embarrassed if you contact her on behalf of your interior designer client.
Confident public speaking. I can’t emphasize enough the need for students in marketing and public relations to take public speaking courses while in college. This will prove to be invaluable the first time attending a new business meeting or facing down a client across a conference room.
Know your client’s industry. I always tell my clients that “We work with you, not for you.” The important differential here is that we know his business as well as if we were actually on staff working for him. Learn to research the industry whether it’s consumer products, finance or pharmaceuticals…and become an expert in that field.
The ability to just figure it out. A new project, like learning how to upload a client’s blog to Facebook Instant Article, may seem daunting at first, but once done, will provide a new skill that can be brought on to other tasks. Take the time to figure it out. Remember, it’s not brain surgery, and no one will die if done incorrectly. But if done right, a new skill is added to the resume.
Press releases are essential in any public relations strategy. They detail product launches, special events and other newsworthy activities that a company produces. Because media outlets are flooded with daily stories and pitches, it is imperative that you make yours stand out from the rest. Here are seven tips to make your press release stand out, look professional, and attract reporters to your story.
Grab their attention with a strong e-mail subject. A strong subject in an email will peek the reporters’ interest, and lead them to read your release. Keep a subject 5-7 words highlighting the most important takeaway from the release.
Get right to the point. Assume the reader will not read more than the first paragraph. Get the message out quickly. Every point should be addressed in the headline and first paragraph with supportive information in the subsequent paragraphs.
Always use quotes when possible. Including quotes from your client makes them an authority in their profession. It is important to have your information validated by a trusted source. Quotes can also clarify any information that you have in the press release while attributing it to your client.
Check your grammar, then check it again! Always proofread your press releases; any grammatical errors can turn a reporter off. It is unprofessional and sloppy for anyone who works in PR to have spelling or grammatical errors in their press releases. Remember, the only thing that we produce as a profession is words on paper: they should, therefore, inform and impress.
One Page is best. As with most good writing, shorter is usually better. You should limit yourself to one page. This will force you to condense your most significant information into a more readable document, which is something that journalists always appreciate.
Provide access to more information. Just because your press release is limited to one page doesn’t mean that you have to leave out information. Provide relevant links to your client’s website where prospective writers can learn more about their mission and what they’ve accomplished. Don’t make writers search on their own for more information; it is important to guide them as quickly as possible to your website, and to keep their interest in your message.
Always provide your contact information. A common oversight that can render a press release ineffectual is a lack of contact information for reporters. Whether you or someone else at the company is the point of contact, don’t forget to include an email address and phone number on the release. Media people are not shy; if they have a question, they will contact you.