What is Media Relations? [And How to Do It Right]

By Alex Mikhail — Communications Strategist

Early in your PR career, you may have asked, “What is media relations, and why does it matter?” Whether you’re a seasoned veteran now or a business leader considering media relations as a strategy, the landscape is ever-evolving. And we can all use a refresher course now and then. In short, media relations is an essential function of public relations, where the main goal is to educate the media to report on a company’s objectives, accomplishments or other “news.” This “other” might involve another company or a person, and the outcome can be about anything notable or newsworthy.

A successful media relations effort always begins with the development of strong, outcome-producing relationships with media outlets, producers, assignment editors, print/online journalists, influencers and more.

Why Media Relations is Important

Media relations allows brands to break through the clutter by establishing credibility and trust with their audiences.

For example, company executives can be interviewed about a significant accomplishment or update, how they plan to achieve their goals and how this information will impact consumers or the public.

What is Earned Media?

Coverage secured through a traditional “pitch and place” outreach strategy is referred to as “earned media,” which does not involve advertising, paying for the story or another form of publicity.

Earned media is valuable because it holds more credibility than paid media. It requires reporters to understand which part(s) of a company’s news is “story-worthy” and relevant for their audience—without a financial incentive.

Benefits of Earned Media:

  • Increases brand visibility and trust
  • Positive media coverage enhances brand image
  • Helps build strong media relationships
  • Generates traffic and increases engagement

Tips for Conducting a Successful Media Relations Program:

To earn attention and build trust with the press, creating and implementing a targeted media relations strategy is paramount. Here are four tips to get started:

1. Build and Maintain Genuine Relationships with the Media

Successful media relations programs require exactly what you might think — building trustworthy relationships with media. This is critical, as they can be leveraged to secure more (and sometimes better) coverage opportunities in the future.

Establish a Genuine Connection:

As with any close relationship, establishing a genuine connection with assignment editors, planners and producers is key, rather than simply framing “What do I get out of this?” as the sole priority. Remember, this is a mutually beneficial relationship, so take time to engage in conversation that fosters a personal relationship. It could be through a shared hobby, how you both spend time on weekends, etc. Just try to avoid personal or touchy subjects, such as politics.

Maintain the Relationship:

Once you get to know a member of the media, make sure to maintain that relationship over time. Connect with them on social media and do not be afraid to reach out semi-regularly to see how they are doing. Not all correspondence should be about pitching a story.

2. Develop a Tailored Pitch

Do Your Research:

Successful pitching requires media relations professionals to do their research. Specifically, research the right journalists for each pitch.  Their inboxes are inundated with story ideas every day, so do not waste their time. Approach them with news that is considered relevant within the parameters of their particular beat or interests.

Be Specific:

Regardless of focus, journalists want to tell stories that reach the widest audience possible. They tend to focus on stories that contain some combination of specific themes that are already part of the collective conversation. Those themes often include timeliness, impact, human interest or conflict. Media will not be interested in pitches that do not touch on at least one of these common themes.

3. Structure the Pitch Correctly

Nail the Hook:

Since an email subject line represents your first impression to the recipient, it is essential to nail it! Clarity and brevity make subject lines effective.

Consider including a compelling hook, in the form of a thought-provoking question or a striking statistic, to capture their attention from the outset.

The Five W’s:

Place the most critical information at the start of a pitch—any details you want the journalist to retain should be front and center.

As for the pitch itself, remember to address the Five W’s— “Who, What, When, Where and Why.” Each should be covered in a way that grabs journalists’ interest.

4. Understand the Target Audience

When pitching, understand what type of audience(s) they want to reach. Once the target audience is determined, confirm where they go to find news that interests them.

For example, if a pharmaceutical manufacturer wants consumers to know they have developed a new drug, consider pitching pharmaceutical industry publications, health and wellness outlets, health reporters and broadcast media that run special health segments.

Bottom Line: What is Media Relations?

A strategic media relations program is the cornerstone of a successful public relations strategy. When companies cultivate strong media relationships, important doors open for them to amplify their messages, build credibility and navigate the complexities of public perception more adeptly. Additionally, providing media coaching utilizing these best media training tips will ensure your client’s message is consistent and lands the right audience.

The evolving digital media landscape provides opportunities to engage directly with audiences, making it crucial to adapt and innovate. By embracing these principles, media relations professionals will be empowered to share compelling stories and shape the narratives that define them.

To learn more about media relations in a customized session for your team or your media spokesperson, call us at  (858) 886-7900 or email info@wrightoncomm.com.

Best Media Training Tips

By Julie Wright —President

Twitter: @juliewright

Here is a list of our four best media training tips for client partners stepping into the media spotlight. We picked these four tips to set you up for success by preparing for the interview, keeping your head during it and building the media relationship following it. Think of it as a four-step process for media relations success.

Tip 1: Screen the Opportunity

When you see a media interview go bad like this British interview with Quentin Tarantino, the culprit is typically a lack of preparation combined with an unrealistic expectation as to how the interview was supposed to go. When things don’t go as we expect, some of us—like Tarantino—will lose our cool (which makes great, if cringe-worthy, television for the rest of us).

Screening requires basic fact finding to ensure the opportunity is a good fit for you and that you prepare appropriately.

(W)right On Communications’ best media training tips start with reviewing the outlet’s and writer’s past coverage. Is the media outlet and opportunity a good fit for your business and its goals? Is it a top-tier media outlet or a smaller and scrappier blog? Does the reporter have an agenda, a partisan viewpoint or an axe to grind?

A blogger seeking clicks has a different goal than a long-form feature writer or a local TV news reporter needing video for broadcast, online and social promotion. Print and online journalists will often want video to accompany their stories as well.

Find out who else the reporter is interviewing for the story. Are you one of many voices or are you the only person speaking to your side of an issue? They may or may not tell you who else they’re interviewing, but it will certainly help you better prepare if you can find out.

If you’re not clear what it is that the reporter wants from you for their story, ask for more details or clarity. If their explanation doesn’t make sense to you, it is okay and often safer to politely decline.

If this is an opportunity you are interested in, get the reporter’s deadline and commit to the interview well before that time. I have seen clients hold out until the last second and, as a result, miss the opportunity to have their quote or information included. The reporter wants to complete all interviews as early as possible so that they can write the story. The longer you wait to provide a comment, the higher the likelihood others will shape the story and your quote will be placed at the very end of the article, if it gets included at all.

Tip 2: Prepare for the Opportunity

Prepare by drafting or reviewing your key messages and talking points. If you don’t have these already, start by narrowing down the main points you’d want to communicate. Pick your top three. Practice them in front of a mirror or with a friend.

If you expect challenging questions during your interview, brainstorm all of the worst rude questions you might be asked and practice your responses to them. That way, when the nasty question arises, you’ll be relaxed and can respond without losing your cool. This is very important if you’re on camera!

If this is a video interview, think about your appearance and the setting. Do you need your facility cleaned or your office uncluttered? Is there anything on your desk that might be confidential? Show up looking your best and avoid unnecessary visual distractions. You don’t want to be caught on camera like Vice-Presidential candidate Sarah Palin on a turkey farm.

Tip 3: Interview Smart With Your ABCD’s

After screening and preparation, it’s go time. Even if it’s an outlet that you expect to be challenging, you can still get a great win if you keep you head.

During the interview, remember your ABCD’s:

  • Acknowledge the question: “I’m glad that you asked that.” Or “I get asked that question a lot.”
  • Bridge to your key message: “That’s a great question that I hear often, but what’s really important to people is …” or “… but what our customers ask most is …” These phrases help you move from the interviewer’s questions to your key messages. More examples: “Let me answer that question by putting it into context…” “Let’s talk about something I’m even more familiar with…” “Well the quick answer is no, but it’s important to understand that…”
  • Conclude with proof points: “… we know that because we did a customer survey and 95% said…” These proof points support your key messages and are essential to build your credibility with the interviewer and their audiences.
  • Dangle the next topic if you’re feeling lucky: “… and it’s dang cool software design” or “… and that discovery leads to a really surprising new problem to solve.”

Our best media training tips during the interview also include:

  • Be brief. The less you say, the more poignant and quotable your points are. It lets the interviewer be engaged so they can ask questions and leaves them wanting more. It’s easy to drone on, especially when a reporter is interviewing you by phone and taking notes. Just because the reporter hasn’t asked another question, doesn’t mean you need to fill the void with ramblings. Make your point and wait for the next question.
  • Avoid negatives or charged words. A “problem” is a “challenge.” You don’t “hate” something, you “prefer its alternative.” It wasn’t a “failure” but a “learning opportunity.” Recent media research shows that the media don’t have a political bias. They have a bias for ‘negative’. Conflict sells. When everything is going smoothly and harmoniously, there’s no news.
  • The mic is always on. Remember during your interview that nothing is off the record and the camera is always rolling. What you say before or after the interview can be picked up by a hot mic. Our best media training tips include not saying anything you don’t want to see all over the Internet.
  • Bring the energy. Be conscious of your energy level and body language. Your nonverbal communication can say more than your words. Voice, gestures, posture, eye contact–pay attention to how you deliver your messages and not just their content. Avoid eye rolls or big sighs. And if it’s an on-camera interview, dress for the part.

Tip 4: Follow Up

Correct any inaccurate statements or provide more follow-up to clarify content from the interview. This could include emailing a full study, images and other links to the reporter. If you have an agency or PR department, they will often take care of these loose ends.

You should debrief on the final published story or broadcast to look for opportunities to improve for next time.

We have many other do’s and don’ts among our best media interview tips, and this article is not intended as a replacement for a full, customized media training session. Typically, we include on-camera practice based on our client partner’s industry, their organization’s needs and their comfort level in the media hot seat. We’ll also offer a refresher the day or hours prior to a big interview!

To learn more about getting our best media training tips in a customized session for your team or your media spokesperson, please contact us at (W)right On Communications. Call (858) 886-7900 or email info@wrightoncomm.com.

Four Reasons Publicist is a Dirty Word

 

By Julie Wright —President
Twitter: @juliewright

Has your mom ever used your childhood nickname in front of your adult friends? That’s how I feel when someone uses the term publicist or publicity to describe my work.

Generating positive media coverage is definitely among the many functions performed by a public relations professional. But the word “publicist” says nothing of the research, strategy, messaging and many other thoughtful, and even artful, activities that go into a successful public relations program. The word, in my opinion, minimizes my work.

For that reason, I would like to see “publicist” buried next to “flack” and “spin doctor.”

Public relations professionals are strategic communicators.

Two years ago, PRSA’s 2017 Chair, Jane Dvorak, addressed the PRSA Western District Conference in Riverside, Calif. urging attendees to see themselves as leaders, strategists and analysts. To my ear, “publicist” is a label that says none of those things. Two years later, I continue to hear this term applied to describe work that is only about 10-20 percent producing media coverage.

If you’re not convinced that “publicist” needs to go, give these four points careful consideration, and let me know if they help change your thinking. (If you already agree, these may help you convert or at least educate others.)

1. Publicists Produce Transactions. PR Pros Build Relationships.

We work in a very transactional environment today. Marketing and communications outcomes are boiled down to clicks, likes, links and conversions, but the stakeholders who need to receive your messages are not clicks and conversions—they’re real human beings who crave meaningful emotional connections with other real human beings.

This absolutely includes journalists.

Media databases like Cision and Meltwater make it much easier to build a big list than a targeted one. Journalists become email addresses and not people. Instead of building a relationship with the media, this transactional approach plays a numbers game. Ultimately, when the media gripes about getting a PR pitch addressed to the wrong name or that’s a country mile off the mark, it’s because they’re not being communicated to as human beings.

Public relations requires building understanding, changing perceptions and motivating behaviors and beliefs. Those kinds of outcomes need a relational versus transactional approach, which requires understanding your audiences and treating them as humans. This can be accomplished through surveys, interviews and focus groups and using that information to create personas.

Publicity is just too limiting a term to encompass these approaches.

2. Publicity is a Tactic. Public Relations Requires Strategy.

As public relations professionals, we can’t fulfill our role and responsibilities with a tactical mindset. We must think strategically.

From research to message development and testing to creative—strategy drives the choices we make, and those choices drive our campaign results. Did we communicate in a manner that earned our audience’s attention and resonated with them so that their perceptions, beliefs and behaviors were impacted?

I equate publicity with none of the above. Instead, I picture someone producing a bunch of press clippings which is useful if stroking your client’s ego is the only goal of your campaign.

3. A Publicist’s Communication is One-Way. PR Requires Listening.

There is far more pitching, posting and publishing than listening on social media and the web these days. I like the term coined by Mark Schaefer five years ago, Content Shock, to sum up the impact of content marketing run rampant. Schaefer pointed out then how the pace and volume of content being produced far exceeded the pace and volume of content being consumed.

Anyone today who is pushing content or a message without creating a way for the recipient to engage, respond and be heard is missing a huge opportunity to build relationships.

Communicators who create space for their stakeholders to be heard are the ones doing it right. When a crisis hits, they’ll be able to engage in conversations with their customers or investors rather than an avalanche of angry or outraged Tweets and Facebook posts.

The brands that weather crises more easily than others are those that have built relationships and goodwill with their stakeholders. And those are the brands being stewarded by strategic communicators and not publicists.

4. Publicity is About Earned Media. Public Relations Crosses All Media.

A decade ago, traditional media outlets underwent an implosion, while podcasts, online videos, blogs and social media storytelling platforms exploded. In the aftermath of these two trends, traditional media gatekeepers like the daily newspaper or evening newscast have lost their ability to influence public perception at scale.

Earned media was once the bread and butter of the public relations function, but today, it is just one of several communication platforms our profession employs to reach and engage with its stakeholders.

The contemporary integrated approach, sometimes referred to as the PESO Model, combines paid, earned, shared and owned media. Paid media can include social media ads and boosting or Google AdWords. Earned media includes press coverage but can include analyst relations, awards and speaking opportunities that imply and/or impart third-party validation. Shared media refers to social networks like Facebook but also review sites like TripAdvisor and Yelp. Owned media describes all of the creative assets at your disposal to engage your audiences and to interact with them directly including print, digital and multimedia content.

Publicity is a component of only one of those four platforms, making it an inadequate label for describing what today’s strategic communicators do.

So, Let’s Retire the Term Publicist and Champion the Role of Strategic Communicator.

It’s time to toss this transactional, tactical, and out-of-touch term. It’s old school and perpetuates a narrow stereotype of what public relations today actually is. Publicity is about as apropos to what my team and I do every day at (W)right On Communications as my childhood nickname is to my adult identity. Now, if only I could get my mom to stop calling me Oobies.

Five lies about PR measurement that can sink your strategy and career

By Julie Wright—President and Founder

Twitter: @JulieWright

Last month I attended the Ragan PR Daily PR measurement conference in Miami. The two-day event was crammed with hot tips and excellent case studies on PR measurement–how to design measurable campaigns, incorporate analytics, conduct surveys and develop metrics that matter.

Businessman pointing graphs and symbols Free PhotoIt is increasingly clear to anyone in the public relations profession that PR measurement is something our industry needs to embrace. With marketing budgets and margins under constant pressure, companies are looking to optimize their investments across paid, earned, shared and owned strategies. Not only does PR need to stack up against highly measurable digital strategies, it also needs to take digital paid, shared and owned tactics under its wing to produce more integrated, measurable campaigns.

After two full days of discussion in Miami, I was even more convinced of these truths and returned to San Diego fired up to confront some of the biggest whoppers about PR measurement head on. So here are my top five falsehoods. I’d love to hear your take on this list and maybe together we can all help move the PR field in the right direction.

LIE #1: PR just isn’t measurable.

If you are in PR and truly believe this, you’re toast. Sure, PR is not as easy to measure as digital marketing, but it is far from impossible to measure!

It requires a little more legwork and setting aside some campaign resources to do it well. But, keep in mind, the gold standard for PR excellence has always started with research and ended with evaluation—a.k.a. measurement.

Don’t believe the lie that PR isn’t measurable. Instead, refresh yourself on best practices in PR research and evaluation.  

  • Read “Public Relations Research for Planning and Evaluation” by Walter K. Lindenmann on the Institute for Public Relations’ website.
  • Check out the International Association for Measurement and Evaluation in Communications and their Integrated Evaluation Framework. AMEC has developed an interactive online tool that walks you through each step in the PR planning and evaluation process. The tool is designed to help support campaign evaluation; however, you can just as easily use it to guide campaign development to ensure you’re creating measurable campaigns from the start.
  • Read how others have designed measurable campaigns. AMEC has an annual awards program and shares case studies about the winning campaigns.
  • Check out the measurement resources provided by the Public Relations Society of America. It has collected all the measurement resources and links you could wish for in one place.

LIE #2: Our campaign goal is to raise awareness.

This is also a lie. As Joseph Ogden, BYU public relations professor, threw down in Miami, “If anyone tells you their only goal is awareness, they’re lying.” No one wants their PR campaign to simply raise awareness. They want their campaign to drive people to take some measurable behavior—to buy a product, drink less soda, visit a destination, attend an event, enroll in a course, submit their email, visit the website, vote, download the white paper or make a donation.

Hold yourself to a higher standard and help your client or boss understand that you do more than just “create buzz.” (Eye roll.)

It’s easier if you start by developing an objective that clearly states the behavior you want your stakeholders to take, by when and how often. Once you know your behavioral objective, work backwards and think about your informational objective–the message or knowledge your stakeholders need to receive and internalize—and the motivational objective—the emotional connection they need to make—to drive them to take the desired behavior.

Once you’ve set your intention from awareness through motivation and behavior, you can start to research your stakeholders to find out what their level of awareness and knowledge is and what motivates them so you can develop your strategy.

LIE #3: PR people aren’t numbers people.

That’s B.S. Don’t be boxed in by this lie. Good PR people are good storytellers, and one of the most powerful storytelling elements available to you in 2017 is data. Don’t shy away from it.

IBM Digital Experience Manager Brandi Boatner put it another way during the Miami conference: “Congrats, you’re all data scientists.”

Boatner pointed out the many data streams at our disposal today. There are internal sources that are coming from your advertising, website and internal processes. Analyze them as well as external streams you can study such as news trends, social media trends and competitive intelligence.

Google’s Louis Gray pointed conference attendees to Google Trends, a site where you can see in real-time what the world or the U.S.A. is searching, what news stories are trending and find interesting reports on search behaviors.

If you’d like to dig deeper into your audience’s awareness, beliefs or behaviors, check out Google Survey. Use this tool to cost-effectively add your questions to consumer surveys pushed out to targeted demographic groups via a network of publishers.Image result for PR measurement memes

Or if you have data of your own that you’d like to put into an impressive visualization, Gray pointed to Google Public, a data visualization tool. And don’t forget plain old Microsoft Excel. It will recommend the optimal charts and graphs for you based on your spreadsheet data.

It’s a data-rich world. Your company and clients are collecting data all the time. Extract that data to find amazing trends or to dispute conventional wisdom. Maybe there’s a surprising correlation between weather patterns and shopping behaviors, or day of the week and donations. The point is, you won’t know if you don’t look. And you won’t look if you think it’s outside of your skillset.

So, call a meeting with your company’s data guru and start spit balling with your new best friends in I.T.

LIE #4: More data is the answer.

It’s not about metrics. It’s about insights. And it’s not about the quantity of data points. It’s about their relevance to your goal.

Over a third of social marketers reported recently that they struggle to “distill data into insights and actions.” And it’s no wonder. Facebook and Google Analytics are just two sources that can generate a massive amount of data on your target audiences’ behavior.

Going back to your informational and behavioral objectives, it’s important to pinpoint a handful of key performance indicators to show that your message is reaching your target audience and that they are taking the behaviors that your client or boss really cares about.

You don’t need to track them all. You just need to focus on the metrics that matter and then go beyond tracking to analysis.

LIE #5: Setting measurable PR objectives sets you up to fail.

The old saying applies here: you can’t improve what you don’t measure.

It is not a failure to set measurable objectives and then fall short of them.

The failure is in not understanding why you didn’t meet your objectives. Were they not SMART enough–specific, measurable, attainable, relevant and time dimensioned? Was your strategy missing an element? Was your target getting the information but not motivated sufficiently or too inconvenienced to take action?

If you’ve set measurable goals, you are forced to ask yourself these questions and better understand your successes and challenges, which will make you better.

The only real failure that should scare you is the failure to even try. Or as another old saying goes, no one plans to fail, they just fail to plan.

Let us know what you think. How has your experience with PR measurement been? What tips or tools have you discovered? What obstacles have you encountered with your team, boss, budgets or clients? We’re all in this together and I’d love to hear what you think. Tweet me at @juliewright or @wrightoncomm.

No Shortcuts to PR Glory, Then or Now

By Julie Wright—President and Founder

Twitter: @JulieWright

How PR Worked Before the Internet…

I started out in PR before the Internet or email. It was the era of fax machines, the Yellow Pages and 400-page media directories that you combed through to research and build your media lists. There were few shortcuts on the way to mastering your PR skills, but in some ways, all of today’s technology and automation tools might actually be shortchanging entry-level PR people and getting in the way of developing PR fundamentals.

Back in the day, once you had your list built, you then had to call each reporter until they picked up the phone and then use your verbal skills to hold their attention more than eight seconds to pitch your story. Those calls helped you develop a thick skin, fast. That real-time feedback taught you which approaches worked or didn’t.

Unfortunately, in today’s email environment, you’ll never really know what they loved or hated about your pitch. (Unless you follow @smugjourno or @DearPR to monitor Tweets from journalists losing their s*** after being addressed with the wrong name for the 10th time in one day, sent another off-topic pitch, distastefully news-jacked or sent a 120 mb attachment.)

In the pre-email era, entry-level PR pros had to work the phones but that process made us better, faster.

We had another tool beside the phone. It was called the fax machine. Part of paying your dues was standing over one feeding it hard-copy press releases with your fingers crossed, hoping to hear the modem answer. (If you don’t know what a modem sounds like, it’s kinda like a DubStep drop.) That sound let you know that your brilliant press release was transmitting.

http://img.memecdn.com/father-of-dubstep_o_166238.jpg

If you were sending a fax to a busy newsroom, you could often expect repeated busy signals and multiple attempts to get your press release through. Faxes could only be sent one at a time. You could punch in several fax numbers, but they’d be delivered sequentially and not simultaneously.

Think about that, for a moment.

You, literally—and I mean literally–experienced the sensation of your pitch colliding and competing for bandwidth with other pitches. The idea that your pitch was one of hundreds being sent to an outlet or reporter was not just a concept. It was something you actually heard and saw.

Anyhow, damn. Those days could be a real grind. Some labor-intensive, inglorious work. Like walking uphill both ways to and from school. But it was just what you had to do so you did it.

So, here’s my point: While the tools may have changed, I honestly do not think that the fundamentals have.

PR still requires an awful lot of legwork to do right and over the past quarter century, I have found that there is no substitute for that hard work—particularly as you are starting out. Generating a Twitter following, mastering Facebook’s algorithm, researching blogs for your thought leadership project—it’s a different grind, but to succeed you’ve got to do the work.

jw-quote

The practices I learned in the early 90s as an entry-level Gen Xer gave me sound fundamentals. It was a methodical process—detailed, diligent and it kept you close to your media contacts. You worked hard to find each contact and cultivate it. You knew the value of each contact and sent your pitches out into the world with each recipient in mind.

If I wanted to target my client for a radio interview, I had to listen to that radio show. If I wanted a trade or consumer magazine to feature my client’s project, I had to read the magazine. There was no website to consult or Google to search.

You had to be dialed into your media list, totally aware of who each contact was and why the hell they’d want to do a story on your news. I think this is one of those basics that has been lost in the race to automate our work, and it is the bane of the remaining working journalists who are inundated with off-topic email pitches. It’s also the bane of PR professionals who know that it takes time to do this job right but get pressure from clients who think PR is just distributing press releases to massive lists.

What Can You Do Today for Maximum Career Growth & Success?

What would happen to your pitching skills and PR instincts if you adopted these old school practices. What if you voraciously consumed the very same media you were expected to earn coverage in? What if you approached every single media contact on your media list like a wedding guest—knowing their background, your relationship to them, whether they’d want the ribeye or the vegetarian option and who they’d want to sit with?

I tell you what. You’d be successful. You’d be a rock star.

In today’s environment of cheap, plentiful and immediate information, taking pains to research and document each entry in your media list probably makes you feel like you’re doing it wrong.

Stifle that impulse. Take the time. If you have a passion for communications and telling great stories, then focus on your fundamentals. Do what might feel like drudgery. It’s called paying your dues. We all did it. If we wanted it, then we did it.

So if that’s you, don’t miss the opportunity to shine because it looks like hard work.

Put that extra care and attention into your work. Invest extra time in your day for attending a webinar to build your knowledge. Spend a little extra time every day reading up on your industry and talking to the more experienced people on your team about what you’re learning to get their take and advice.

And for god’s sake, show up. Network with journalists, other PR professionals, peers and business leaders. Volunteer on a committee so you can practice your leadership skills outside of the office to get more confident contributing during team and client meetings.

It may sound old-timey but work hard, pay your dues, take chances with your new knowledge and you will get noticed and rise quickly. I assure you, don’t be afraid to do these things for you will have one of the most exhilarating and rewarding careers imaginable.

3 PR & Marketing Tactics to Dump in 2017

By Julie Wright—President and Founder

Twitter: @JulieWright

Out with the old. In with the new! What stale PR and marketing tactics will you shed in 2017?

I’ve got a few on my naughty list this holiday season. They’re activities that perhaps at one time were strategic but now are automatic things PR and marketing professionals are doing without really thinking. Isn’t it time to leave these three things behind?

  1. Your Press Releases No One Reads

Away documents Free PhotoIt’s well past time to ditch the traditional press release.

If you want media coverage, then spend your energy and budget on developing your brand’s story and pitching it to a carefully cultivated list of media targets.

Just as advertising is the price you pay for being unremarkable, press releases are what you do when you don’t have a real PR strategy.

They’re a PR crutch and are often abused by people who think press releases are public relations.

In 2017, empower your agency or PR department to generate media coverage with creative ideas and storytelling. Focus on your communications goals and then determine if press releases are really going to help you achieve them. If not, get creative and strategic with the tactics that will actually impact your communications and business goals.

While they may not generate media coverage, you can be strategic in your use of press releases.  Use them to raise online visibility for your brand or key content to spur discovery through keyword analysis and search engine-optimized content, and to share exceptional visual content such as great photos, videos and graphics.

Just don’t continue putting them out as a proxy for a real PR strategy.

  1. Your Facebook Page that No One Sees

Facebook social media Free Vector How much time does your team spend drafting and posting content to Facebook? Now how many likes or comments does that content get you? How much traffic to your website? How much brand engagement and equity is all this effort producing?

Be honest with yourself. Is it worth it? What would happen to your business if you dumped your Facebook page? Or your Twitter account, for that matter?

If you’re doing it right, hopefully the answer would be “quite a lot.” Website visits would fall, event attendance dip and top of mind awareness would suffer.

If you can’t answer that question satisfactorily, take a hard look at what you’ve been doing and ask yourself why? Do you know what impact you want this activity to have on your business?

Now flip things around and pretend that Facebook was your only channel for reaching your audience. How would you approach it differently? Would you do more research and target better? Would you dedicate more budget to advertising? Would you study what type of content performs best?

So develop a plan in 2017 to do social media right. Or stop doing it.

Set goals for your social media activity that will support the impact you want to see for your business and then produce the content, schedule, promotion and targeting that will reach them.

  1. The Content You Spend More Time Marketing than Your Actual Product or Service

I get the concept behind content marketing. Provide people with helpful, well-packaged information that draws them in and predisposes them to like, trust and value your business so they’ll consider doing business with you.

Time and money Free Vector Do this on a massive scale and you’ll have a lead generation machine, the theory goes. With every blog post or white paper, an email has been captured so that the prospect can be continuously marketed with more friendly, helpful emails, blog posts and white papers.

That said, it’s a shit-ton of work to do this right. And if you’re the prospect, you could now have five or 10 companies trying to move you through their content marketing funnel. Your email inbox will implode!

So how much of your marketing department’s time or agency budget do you want to spend generating and marketing helpful blog posts, infographics, videos, white papers and case studies, and how much do you want to spend actually marketing your product or service to your target buyers?

I may be out of fashion here, but content marketing has to have jumped the shark a few years ago.

“With over 90% of B2B marketers cranking out ‘content,’ prospective buyers are inundated with information.”

How many buyers will be saying to themselves in 2017, “Boy, if only I could find more content?” I’m skeptical. Content is important but it is not the end in and of itself. It’s the means to an end. So in 2017 stop slaving away at the content game and make sure it’s serving your needs and not vice versa.

What tactics will you be dumping in 2017? Let us know with a comment or tweet!

Robot writing with a pen Free Photo