Want to Be A PR Success story? Think Like the Media
Want to Be A PR Success story? Think Like the Media
So, I shifted my PR campaign. No longer was I pitching stories about me as a public relations consultant who could discuss the ins and outs of launching a PR campaign. Now I was a media and pop culture expert. I positioned myself differently. I could tell the media how and why celebrities and politicians were correctly or incorrectly handling their media coverage. I could explain why a company’s branding efforts were working or failing. I could outline PR damage control strategies that stars and celebrities could use after being caught in compromising situations. The shift in strategy worked. From landing a few local media stories I went to being interviewed by CNN, MSNBC, the Los Angeles Times, the New York Times, the Wall Street Journal and Newsweek. So what changed? Not my book, not my information and know-how; what changed was my pitch. I stopped thinking like a client, focusing on what I thought was interesting. I shifted, and started thinking like a PR consultant, focusing on what the media found interesting. And that shift made all the difference.
Copyright © Anthony Mora 2009
Want to Be A PR Success story Think Like the Media - To learn more about this author, visit Anthony Mora's Website.
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Most companies think that they know the stories the media want to cover. They also generally think that their business is so fascinating that if the media only knew about it Oprah, Time, the Wall Street Journal and CNN would form a line hoping to be the first to land an interview. Well, sad to say, most companies are sadly mistaken. I have to admit that I fell into the same trap. When I wrote my book “Spin to Win,” I figured that the public and the media would be more than eager to find out how PR worked, how media relations differed from advertising and direct marketing, and how to write an effective press release. As happens with most business owners, I was too close to my business. Here I was in the business of public relations and I was making the same mistakes that I steered clients away from. Luckily I’d also worked as a journalist and magazine editor and after hitting a few closed doors, I snapped back to reality and remembered my job wasn’t to pitch my book, or the story I thought would work. My real job was to create, develop and pitch stories that would meet the media’s needs. I had to think backwards in a sense. I had to put myself in the place of the various editors and producers, remember what it was they needed and what would interest their viewers, readers and listeners and pitch those stories.
So, I shifted my PR campaign. No longer was I pitching stories about me as a public relations consultant who could discuss the ins and outs of launching a PR campaign. Now I was a media and pop culture expert. I positioned myself differently. I could tell the media how and why celebrities and politicians were correctly or incorrectly handling their media coverage. I could explain why a company’s branding efforts were working or failing. I could outline PR damage control strategies that stars and celebrities could use after being caught in compromising situations. The shift in strategy worked. From landing a few local media stories I went to being interviewed by CNN, MSNBC, the Los Angeles Times, the New York Times, the Wall Street Journal and Newsweek. So what changed? Not my book, not my information and know-how; what changed was my pitch. I stopped thinking like a client, focusing on what I thought was interesting. I shifted, and started thinking like a PR consultant, focusing on what the media found interesting. And that shift made all the difference.
Copyright © Anthony Mora 2009
Want to Be A PR Success story Think Like the Media - To learn more about this author, visit Anthony Mora's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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