Posts Tagged ‘pr skills’

For real? New rules of PR

Thursday, April 15th, 2010

I was reading a good book about the new rules of PR and Marketing last weekend, and it made me think how much the IMC field has evolved in less than five years.  It made me a little sad that the science/art/business of PR has to play by new rules in order to be strategic.  Most of all, I am sad because the lines between PR / Marketing / Advertising are once again blurred… even though we were so close to understanding their key differences.  However, reality is now, and I find that the new rules for PR success are not unreasonable.  Below are some that have stood out in my mind from my readings, and from my own experience so far:

- PR pros no longer pitch exclusively to media.  The direct-to-consumer communication takeover is fueled by social media, taking up most of PR practitioners’ time and effort.

- Press releases aren’t dead; they are completely redefined as something similar to ”consumer releases.” 

-  The one-hit PR wonder on the Today Show, Oprah, TIME is pretty much a thing of the past.  The trend of pitching to bloggers with SEO loaded text and the idea of offering up constant news in the online world is becoming more appealing for many companies.  While everyone would love to have a Newsweek editorial endorsement, companies find it more strategic to appear in multiple (albeit lesser known) outlets where SEO is key.

- PR folks are changing their lingo.  Terms such as fact sheet, media advisory, and broll are not necessarily common terms for everyone.  The language of a “consumer release” is different than the structure of a traditional press release.

- Social media etiquette.  All users should have this, but PR people should set the example as communication professionals.  Uploading high-quality content that addresses the message well, while be open to comments and feeback is important.

There are other new rules and subrules to follow as we bypass the media filter and talk directly to consumers these days.  These new rules are taking over quickly, and drastically changing the way we practiced in our field.  If you are a PR person out there, I’m interested in hearing how you think this will affect your career. 

Here’s my question:  Do you still want to be in PR now that we’re asked to essentially morph into direct marketers, who happen to possess great writing skills, just so that we can publicize SEO content to users?  Since everyone can become a journalist these days, how does that affect your practice, and will that also mean that everyone can become a self-proclaimed PR person?  Has that already happened?  Do your skills help you stand out in PR, or are you feeling the urge to reinvent yourself within the field?

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 4 Comments »

Media relations skills put to the test

Wednesday, April 7th, 2010

The changing environment in publishing, reporting, and journalism have shifted they way we communicate to our audience as marketing communications pros.

It could be because, traditionally, nearly 90% of content filtered through media outlets was provided by PR sources anyway.  It may be because, these days, everyone is a reporter of some sort with blogs and self-promoted text.  Or, it might be due to the social media direct-to-consumer revolution that has changed the process of information creation, and content distribution. 

The point is, both the publishing and PR fields still need great writers, and we need great reporters to add credibility to the stories we pitch.  Credibility and high quality content is going through its own crisis right now; so called “experts” and “gurus”  post free, SEO loaded text, making it difficult for the public to distinguish accurate from non-accurate information. 

Media relations is falling into the endangered PR skill set.  While the practice of PR will always remain alive, albeit ever changing, media relations must survive as a tactic for strategic communications.  Five years ago, you could call or email a story idea to a reporter, and gradually build a relationship to place newsworthy stories.  Now, those reporters are laid off doing something else, and we’re left with fewer reporters and outlets to contact.  Those reporters who have survived don’t have much time for many story ideas, because they are so backlogged with other stories.  We’ve ended up pitching bloggers and consumers directly on Facebook, Twitter, and the like.   This tremendous shift in the PR process is an issue that affects most industries across the globe.

If something isn’t done to filter content in a way that factors in credibility and accuracy, this crisis will fully implode… changing not only the manner in which we write, read, and receive content (whether it’s news and/or infotainment), but I expect it will also influence the way the public interprets that content.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »

PR pros and PR gurus

Thursday, January 21st, 2010

Ah, yes, my quest to examine why PR people are generally considered hacks and flacks and trying to shift that perception continues into 2010!

Sometimes I am asked what makes a PR person good.  As in, really, really good?  The truth is, I’m still trying to figure that out myself.  I can, however, spot the difference between PR people who have a sales personality and don’t have a clue about messaging, and those who can write razon sharp pitches that end up fantastic placements.  PR is a process that requires true skill. 

The guru wears the smile and shakes hands and talks, talks, talks your head off about their client whether or not the reporter cares.  Gurus go to nearly every event there is just to make their presence known.  They have mastered the art of working a room like you don’t believe and as soon as they are done bombarding guests about their clients of the month, they are out!   Don’t get me wrong, there is value in that form of PR and working a room is certainly a skill.  Their personality comes out in the writing, overusing those poor exclamation points, and choosing words that offer an unnecessary sense of tremendous urgency in the pitch. 

Pros are more reserved and choose carefully which events to attend, and strategically think through the message.  If attending events, they are not concerned as much with the message, because they are already strong writers (a skill which many gurus lack).  They are preoccupied with how to communicate the message so it has impact.  This earns them source credibility because they truly value their relationships with the press.  In fact, there’s tremendous psychology involved within PR, and pros understand that.  Most importantly, pros’ powerful writing skills create newsworthy stories. 

So, where gurus master the art of presence, pros have mastered the art of anticipation. 

There’s a lot to argue here, but it boils down to developing the right skill set that will influence trends and subsequently news cycles:  Good PR people know when to pitch and how to answer media questions well.  Great PR people have already anticipated those questions, so reporters don’t even have to ask. 

Gurus fit in somewhere, too, I guess.  Actually, I don’t like the word guru at all.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »