There is a popular misconception that PR should be considered a part of the marketing department. Believing that story is a big mistake. Public relations, in the way that I’ve been doing it for 22 years, is a sales role and you need to treat it accordingly. Typically, marketing & communications people are not wired the same way as sales people…and it takes the mindset of a salesperson to excel at PR.
If PR is a part of sales, then the good ideas that you give to the content producers are freebies (a popular sales tool). People may love free stuff, but nobody likes a gift with a really long instruction manual; which is why writers don’t like receiving press releases or being assigned to a story. Rather, they love to be inspired and write about something they relate to.
With my business coaching and mentoring system, you can have the media on your side, happily furthering your campaign. Remember: writers, photographers and other media professionals are always looking for the next great “cover” shot. Give them one and they’ll be thanking you.
Over the next three posts in regard to PR tactics, I will explain how to find the ideal angle for your story, select the right publications, and start a dialogue with the right people.
For more information on this topic, check out: Generating Free PR.