Effective PR, really.

Why is it that so many professionals don’t understand public relations? I mean real PR, effective PR. And they don’t get newsworthy or leverage and strategic placements. It eats me up when I see very experienced professionals trying to sell something that is not a fit. Don’t waste your time. Instead work harder on the sell. Make the connection.

Just because you build it, does not mean they will come.

Here are a few tips:
1. Read. Read. Read.
2. Know your media inside and out.
3. Do the litmus test. Show your pitch to someone not familiar with the concept at all. Do they look stupefied after you finish? Or do they have a look of interest? If the first, then head back to the think tank.
4. Customize your pitch. Make it connect with each person you are reaching out to. No mass marketing with pitching.
5. Know your elevator pitch. Make it to the point, relative and newsworthy.
6. Follow up. But, don’t be annoying. Give ideas and be flexible. Ask what would interest them. Trust me it will work if you engage the reporter. They get pitched all day long.
7. Finally, even after you think you have the placement. Follow up and confirm and verify.