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Ten Rules for Great PR in the 21st Century

Written by: Shel Horowitz

Article Overview: Ten Rule for Great PR in the 21st Century

Ten Rules for Great PR in the 21st Century

1. The blah-blah press release is dead.

2. The story-behind-the-story press release is very much alive.

Example: When hired to write a press release for a new book about electronic privacy, I did *not* write “Electronic Privacy Expert Releases New Book” (snore). Instead, I wrote

“It’s 10 O’Clock–Do You Know where Your Credit History Is?”

3. It is dangerous to blow off non-traditional media (e.g., blogs, podcasts).

4. It is extremely useful to have some presence on at least a few of the social media networks, especially Twitter.

5. The best key to PR (and marketing in general) is relationships. They enable coverage, testimonials, JVs, and much more–not to mention repeat and referral business.

6. Strong ethics helps build those relationships.

7. If you’re not on the web, in many people’s eyes, you simply don’t exist.

8. A web presence doesn’t have to be expensive or complicated–but it needs to be much more than a converted brochure.

9. Pitch letters answering reporter queries, while more labor-intensive than press releases, will have a much higher batting average (two sources: HARO (no charge, but with its huge circulation, reporters get inundated very quickly) and PRLeads ($99/month).

10. The faster you get your response in, the better your chance of appearing in the story.

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Article Tags: batting average, best key, blah blah, br, brochure, circulation, clock, credit history, electronic privacy, ethics, media networks, pitch letters, press release, press releases, queries, referral business, relationships, rsquo, testimonials, web presence



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