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The 'Secret = Recipe' for PR=20 Success
by Gail Z. Martin
June = 19,=20 2007=20

Successful public relations (PR) isn't really free. Although = businesses don't=20 pay for PR the same way they pay for advertising space, to get results = PR=20 requires time, expertise, and effort.

PR success isn't mysterious. It comes down to a mix of old-fashioned=20 research, savvy trend-watching and good people skills. It is the age-old = talent=20 of telling a good story. That's really the essential difference between = PR and=20 advertising.

Advertising is about selling. PR is about storytelling. People don't = like to=20 be sold to; they're suspicious of salesmen. But human beings have been = passing=20 along their most precious stories since before recorded history. We hand = down=20 our most essential information=97about our families, our beliefs and our = history=97through stories.

Here's the "secret recipe" for telling your business story through = public=20 relations.

Article continues below=20

Start with good research

Do your homework. Before you're ready to pitch, you need to know = which media=20 reaches your decision-makers and gatekeepers and whether they prefer = online or=20 traditional formats.

To find this out, think about your ultimate consumers' age, = education,=20 economic background, ethnicity, professional and social interests, = self-image,=20 and worldview. Then find the media outlets that match and deliver an = audience=20 similar to your ultimate consumer.

It's also important to know whether your target consumer gets = information=20 online or via TV, radio, or newspapers/magazines.

Tell a compelling story

Get to the heart and passion of why your company exists: Did the = owner start=20 the company because of a personal connection to the need that the=20 product/service meets? Did the business overcome great adversity to get = started=20 or grow? Is there an interesting story about how the product came to be = created?=20 Does your company have a mission to change the world? Can you tell a = memorable=20 story about how you saved your clients?

Once you identify the Real Story of your business, you have a unique=20 marketing tool no one else can copy.

Match the story to the reporter

Reporters cover certain subjects. They absolutely hate to be = bombarded with=20 pitches that have nothing to do with what they or their = magazine/newspaper/show=20 cover.

So don't send business news to the lifestyle editor. Don't send = lifestyle=20 news to the banking editor. Don't send anything to the editor-in-chief = if you=20 can possibly help it. Show them you've done your homework.

Article continues below=20

And while you're at it=97read, watch, or listen to the reporter's = column or=20 show before you pitch and make a reference in your pitch to what you've=20 seen/heard.

Follow up persistently

Reporters are busy. Silence is not the same as "no." Silence may mean = that=20 the pitch never reached them or that the first copy was discarded. It = may mean=20 that they're too busy to get back to you even if they're interested. It = may mean=20 that they've been reassigned and someone else is now covering that = topic. Maybe=20 the email address didn't work.

I've been told by hosts and reporters that it can take six follow-ups = to get=20 a story. Be polite but be persistent. And if the answer is "no," ask = why. Was it=20 wrong for them or their paper/show? Off season? Similar to something = they've=20 recently done?

You can learn a lot by asking why and listening. (Hint: Never call to = follow=20 up late in the afternoon, when reporters are usually on deadline.)

Match your pitch to what's in the news

Has there been a flood? If you sell disaster recovery services for = small=20 businesses, pitch stories about clients who have bounced back=97with = your=20 help=97after a flood. Is it spring? Now is a good time to pitch a story = about=20 professional organizing services or mobile shredding to help with office = "Spring=20 cleaning."

For best results, be at least a month or more in advance of = predictable=20 seasons and holidays. For breaking news tie-ins, try to be within 24 = hours, or=20 it may be old news. The 24/7 news cycle means there is a lot of time and = space=20 to fill=97reporters are always looking for hot related items.

Answer, show up, deliver

Woody Allen said, "Half of life is showing up." Showing up is 100% of = dealing=20 with the media. Never cancel an interview unless you're in the hospital. =

If you're booked to be on radio or TV, get there early. Be ready to = deliver a=20 personal, entertaining, reader-valuable, and benefit-rich story. = Remember that=20 the media isn't there to give you free publicity. The media exists=97and = gets to=20 remain in business=97only when they entertain and inform their = listeners.

If you don't present information that entertains or that can be used=20 immediately by listeners to solve a problem that matters to them, = readers or=20 listeners will walk away=97and might not come back. Entertain and = inform, and=20 you'll be asked to return.

Build relationships

It's not over when the interview ends. Reporters are always looking = for good=20 information and good sources. You can become a subject-matter expert by = letting=20 reporters know you are available any time they need an expert opinion on = your=20 area of specialty.

When you come upon a good story idea, an interesting fact or a = connection you=20 can make for the reporter with another person, offer to help. You'll = become a=20 reliable source, and see yourself quoted again and again.

* * *

Combine the above elements, and let it simmer. You'll see your PR = success=20 begin to rise in no time.

Gail Z. Martin owns DreamSpinner Communications (http://www.dreamspinnercommunications.com/) and has = over 20=20 years of corporate and nonprofit experience at senior-exec levels. Reach = her via=20 "gail at dreamspinnercommunications dot com."

Premium Plus = members: Don't=20 miss our upcoming seminars with Gail, How to Tell Your Story to the = Media and=20 Creating=20 Marketing Partnerships with Nonprofits.

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