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? When pitching your story to the press, there is something important to keep in mind: if you want to get the attention of the press, you have to think like the press.
In the 20+ years I've been in public relations, one of the most difficult elements of the game to teach clients is that the press is not a service organization whose sole purpose is to cover what PR people pitch them. Their business model is simple; they exist to inform and entertain their readers, so they can grow their...
•How to Hire a PR Firm
As a professional PR, I've never liked the way movies portray public relations people. Usually, they're characterized by Hollywood as slick talking flim-flam artists who promise the universe and deliver next to nothing.
And there's a reason why Hollywood zeroes in on that rendering of PR pros - because our profession does have its share of people who are just like that. I wish it weren't true, because the vast majority of PR professionals have integrity and work hard to earn their clients'...
•How To Get Good PR Without the Big Retainers
Companies wanting to make the most of their PR budgets these days are discovering one of the industry's best kept secrets that is effective, mitigates risk and beats the traditional retainer-based agency in every way.
It's called Pay-For-Performance PR. There are only a handful of agencies that operate on this fee basis amongst the tens of thousands of PR firms throughout the entire U.S. Most of them offer the same service, if not better, than the big retainer-based agencies, but at a...
•Spin Your Dwindling Advertising Budget Into A PR Dynamo
"If I was down to my last dollar, I'd spend it on public relations."
-- Bill Gates
As unlikely as it is that Bill Gates would ever be down to his last million dollars, let alone a single George Washington, the fact remains that it's a powerful endorsement of the power of PR.
Still, when the economy is tight and corporations yank hard to get their belts down to that last notch, PR is usually one of the first few items on the budget that's frozen or cut completely. To bean counters, it's an...
•How To Get On Oprah
In my 20 years in the public relations business, if I had a nickel for every time a client asked me to get them on Oprah it is safe to say that I would be a very wealthy woman at this point in my career!
Oprah is indeed the gold standard, and her show carries weight not only because of Oprah's massive viewership, but also because they're loyal. She brings with her tens of millions of loyal viewers who trust her so implicitly, that they buy practically any book she recommends, any product she...
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