CMOS and CEOs Sound Off on the Essentials for Getting Buzz and Building Your Brand Awareness More data has been created in the past two years than in the entire previous history of the human race. Millions of blog posts are written every day. For marketers, this makes brand awareness a huge challenge: How do […]
We consider it one of our missions to help strip away the fear PR and communications strategists feel when their executives or clients ask for proof that what they’re doing is working. The PR metrics and PR data that are available to us today can help us do just that, but dealing with analytics is still […]
As director of customer success for a PRTech company, I work hand in hand with some of today’s most innovative brands to help them overcome today’s PR challenges. Since these challenges are not limited to the AirPR community, we’re kicking off a series highlighting how our customers are leveraging the power of data, analytics, and […]
Disappearing into thin air or “ghosting” on a friend, stranger, or blind date with whom you have plans is one thing. But vanishing on a colleague or professional partner is a whole different kind of scary that can really chip away at your credibility. In celebration of this spooky month, we’re exploring how even the […]
As a programmer, I often have a difficult time releasing my code. I always want to fine-tune it until it’s perfect, although, as programmers know, that’s usually nearly impossible given the pressing deadlines and priority shifts that can, at times, dictate our days. I know that public relations and communications professionals can relate. So […]
In life, there are certain universal truths that exist. If you’re waiting for a call and go to the bathroom, the person will call when you go. Or, when looking diligently for something, you can never find it. No matter how you break it down, you can’t get away from the fact that certain things […]
For all the time, effort, money, resources, brainpower (shall I also mention frustration and coffee?) put into defining PR, I have come to believe it boils down to one thing.
Well, technically two: relationships and communication.here immediately for a better use of your time.]
This first aspect, relationship marketing, deals with the more traditional aspects of PR including the ability to cultivate and maintain relationships with media and influencers; and perhaps even open doors to potential partners and large-scale customers. This is not a learned skill, like writing a press release or creating a media list. It’s the application of emotional intelligence to solving a problem: where the solution begs a fundamental, if not fully developed, understanding of what makes relationships tick. Furthermore, once the relationship is established, it requires insight into how to go about serving the need of the end receiver.
Let me be more unambiguous…
Lindsey is a relationship marketing professional working at a PR firm. Rebecca is a journalist working for a major publication. Lindsey has an established relationship with Rebecca based on years of feeding her good information, ideating story ideas that her audience will enjoy, and let’s not forget that VIP invite to a Google Glass event. Rebecca (the receiver) trusts Lindsey (the giver) because, well frankly, she just “gets it.”
This is what separates true PR from PR running around in a tactics drag.
You’ve reviewed the 7 Signs You’re Ready for PR and landed an interview with star business reporter after chatting them up at a networking event. Giggles dispersed, you now come to terms with the part that makes you panic: They want to interview you tomorrow!
You choose to
1. Feign illness (complete with faux coughing) while making the call to cancel.
2. Politely ask if the reporter would mind rescheduling (Until you’ve had enough time to build key messaging, prepare talking points, and buy the perfect interview outfit)
3. Accept with enthusiasm, kick it into overdrive, and nail down some strategic talking points stat. You’ll dedicate some extra time to building messaging after the interview so you’re more prepared the next time you hook one.
If you chose A or B, shame on you! When opportunity knocks, it’s in your best interest to answer the door. It’s fine to agree upon a different date and time than the one a reporter first proposes, but this should be due to scheduling conflicts, not your want for a generous amount of prep time.
If you chose C, great job! You have enough time to pull together talking points, and transform into the star spokesperson we know you can be.
The following 4-part guide is packed with ideas and tips for interview preparation when your time is limited. You’ll just need a trusted colleague who understands your messaging objectives and business goals and a few free hours to hash out a plan. Reserve a conference room and have at it!
Have you ever had a moment in time where you’re thinking “wow, I’m on top of the world, I really know my $h!t” only to have your ego (rightly) deflated after a serendipitous brush with someone who, in actuality, is much more on top of it than you?
If that had ever happened to me, it would have likely happened when I came Twitter-face to Twitter-face with one Gini Dietrich.
Gini is the Angelina Jolie of the PR world IMHO.
She makes us all look like slackers. Just when you think she can’t possibly do ONE MORE THING a conversation like this happens:
Me: Hey Gini, whatcha doing?
Gini: Hi! So great to hear from you! I’m getting ready to speak on a panel in about 5 minutes on the future of PR.
Me: Oh geeez, should I call you back?
Gini: No, no, it’s totally fine. Right after that I have to jump on a plane and go to my book signing in New York.
Me: Oh wow, ok, well thanks for taking the time to speak with me.
Gini: No problem! It’s absolutely my pleasure. Can you hold for one second please…my husband is on the other line and he’s calling because my son is having this thing, and I need to conduct an emergency tracheotomy via satellite before I jump on stage. BRB.
Me: (Inner dialogue: I’m a loser) Sure, oh my God, no problem.
All (slight joking) aside, I caught up with Gini fresh on the heels of her Spin Sucks book launch…a book I highly recommend to anyone looking to get up to speed on this crazy PR evolution we’re experiencing.
Soak up Gini’s wise words, she’s a class PR act….
Rebekah Iliff: Let’s start with an simple one: What makes you so passionate about PR?
Gini Dietrich: I suppose it’s just from being in the industry as long as I have. I mean, what? I’ve only been out of college for five years. 🙂 Truly it’s because I don’t think we do a great job of doing our own PR. There are so many misconceptions about what we do (and don’t do) that it makes me a little nuts. I come from the line of thinking that if you don’t like something, you should do something about it.
Early this morning I sat on a dock in the Sausalito bay near my house and watched – not the clouds roll in, but rather – three elderly gentlemen go about their morning boat routines. One was probably 80ish years old, the other two likely in their 70s. As they curiously carried large rocks on […]