Is PR a Science?
As I've mentioned in previous posts, PR isn't rocket science, but it does involve a science that skilled and experienced PR people (like us!) have perfected over the years.
PR requires innate focus, drive, energy, creativity, passion and persistence. While there's not a specific manual outlining how to get PR for your business, most of us will attest that there is a bit of a science to it once you possess those innate qualities from the start.
Here's the science behind how we typically approach getting PR for our clients:
1. Identify the Story: A great article once started out as a simple story idea generated by various creative brains from a PR agency or in-house. Seasonal, local and unique trends make the best stories. PR people work hard to uncover the best ideas and angles.
2. Identify the Right Contact: Having a great story is one thing, but knowing the right contact to pitch it to is another. PR people research tons of reporters, editors, bloggers and producers to find the right contact for the right story.
3. Perfect the Approach: PR people know that getting PR is sometimes about the approach. Spam-y pitches rarely get picked up. What media love are personalized pitches that are truly tailored to their beat and reader's/viewer's interests.
4. Conduct Follow-Up: Picking up the phone and following up is often the best way to sell a story. Making a personal connection with someone is stronger than hiding behind an email address. PR people aren't afraid to follow up, get to know a reporter, and inquire about a pitch's status.
5. Build a Relationship: PR people also enjoy forging strong bonds with bloggers, reporters and producers they have worked with in the past. It's likely if a PR person gives one good story to a producer, that producer will accept future pitches too. PR people maintain those relationships and take a lot of pride in them.
So while not a physical science, PR people have the process down to a science. Getting PR is never formulaic, but it can often be achieved when following these non-scientific steps.
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