Let's face it. Media relations gets a bad reputation in our industry. My totally unscientific theory? It's because so many PR professionals are taught media relations so quickly/poorly/cursorily -- if at all -- that many probably suck at it. As a result, they hate media relations and as they rise in the ranks they're inspired to cast it aside.
Sure the business model doesn't support a VP picking up the phone and pitching Michael Arrington (go ahead...call him on the phone, send him a hand-written letter. Be fearless, just do NOT suck.). But I'm beyond hearing that entry-level PR people are paying their dues by doing the dirty work when they get their first job.
If you're one of said entry-level headed people, there are ways to self-teach elements of media relations. Plenty of lessons can be gleaned from other areas of business. Most notable are sales and job seekers.
I will NOT quote Glengarry Glen Ross
Think about it. Sales people have a variety of sales to make...complex, simple, big, small. And (good) sales people are ninjas when it comes to staying informed on industry news, competitor news and current events, creating lists, qualifying leads and truly listening to customers and prospects. And (great) sales people take what they've learned and deliver exactly what the customer/prospect needs.
So who are the good sales people you know? What do they attack with discipline? What part of the sale is art, science or just plain and simple, organized follow-up? Be nice to the ad reps that come into your office. Some of them could really help you out.
Good Pitch (Job) Hunting
More than a few entry-level employees know more about media relations than they realize. Consider that a pitch letter is to a news release as a cover letter is to a resume. You landed the job you currently have. How did you do it? What did you attack with discipline? What part of the job hunting process is art, science or just plain and simple, organized follow-up?
Smashing magazine has a most-excellent review of the art of the cover letter in the age of txt messages, web form submissions and just general online considerations. And if you replace cover letter with pitch? Most of that article still applies. Check it.
Lemon Aid?
Some may lead you to believe that, by doing the above, you're making lemonade out of lemons. But we say those aren't lemons you're being handed. Media relations is a real opportunity. It's up to you. Photocopying your butt on a Friday after 4:30pm because your boss needs copies -- pronto? THAT'S making lemons out of lemonade. Just make sure you don't break the glass. In addition to being potentially dangerous and definitely humiliating, it's potentially career-limiting too.
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I would agree. Media is far better than lemons. Thanks for the post and for wanting us to get the most out of our work!
ReplyDeleteGreat post! One of the most powerful sales strategies is also probably the best job-search advice you'll ever hear:
ReplyDelete* Quit worrying about your features and benefits.
* Start worrying about what pain the prospect has and how you can solve it.
Really good media pitchmen (or pitchwomen) do this almost without thinking about it, but everyone suddenly gets regimented (and, frankly, cowardly) in their thinking when it's time to bang out a cover letter.
Greg: Well put regarding someone doing a pitch second nature and freezing up on a cover letter. I suspect entry level folks might do the opposite.
ReplyDeleteQuick commercial for Greg: He moderates Young PR Pros (http://www.youngprpros.com/) it is a great group to participate with other professionals across the country.
Thanks for stopping by.
It seems like you nailed this one spot on. I'm a student, and so far we've spent a great deal of time on crafting our cover letters, but not quite as much on the media relations. That's probably where I could use plenty of improvement, too.
ReplyDeleteKevin, I agree with your post about media relations in public relations. The students are not taught media relations as much as other elements in public relations, so I think it would be good idea for the student to teach themselves how to do public relations. I like that you made the blog entertaining when you gave the pointers to public relations practitioners. Comparing public relations people to sales people was a good idea because sales people are basically the same as public relations practitioners because both of them are working with different publics in order to give them their wants and needs.
ReplyDeleteThank You
Trent Callier
Thanks Kevin for this post. As a PR student, we don't take too much time to go over details of media relations, especially media relations. When I got my first internship I felt that I was thrown into it, but now I am starting to learn. I think it is also very beneficial to try and build some sort of relationship with the reporter you are trying to pitch to, even though I know sometimes circumstances may not allow you to do so.
ReplyDeleteHi Kevin,
ReplyDeleteThis is spot on. Media relations is one aspect that we really need to improve if we want to communicate our organization's goals, ideas, and news worthy events more effectively. And not only that, media relations increases our credibility and allow a message to spread in a faster way than advertising alone.
Thanks for the knowledge,
Nadine