I plan to focus more on PR for my company over the next year, and realized I need to brush up on my industry knowledge. I contacted a former UD student and fellow sorority sister who is building a successful career at an agency in Chicago. Here is her professional advice:
What is a normal day like for you? What are your typical daily PR/media relations tasks?
"A majority of my day is spent working with the media. There is a lot of research that is involved when pitching. Making sure you are reaching out to the right reporters is very important. Much like on an interview, a PR person should be familiar with the reporter's style and beat. It is also important to be aware of what is going on in the world. I spend a lot of time reading news, blogs, twitter accounts, and magazines. In this day and age, information is endless. You can never know enough, especially with social media. A lot of reporters now find their stories directly from the source, so it is important to understand what those sources are. So in addition to actually being on the phone calling reporters, I write pitch letters and read everything and anything."
What are some media relations tips/guidelines?
"Be fearless and confident. Understand your audience and what exactly it is you are pitching. Make the story relevant. For example: I worked with a NFL football player and so around the holiday season, instead of pitching him as a workout warrior, I pitched him as a philantropist and family guy. Everyone loves a caring, giving athelete. Pitching different angles with specific facts to back them up is very useful to the reporter. You will get rejected a lot with reporters, but continue to be persistent."
What does the PR/media relations process include? From initial contact to media exposure.
"It is a very detailed process. Building a relationship with the reporter/editor/producer is key. You need to research and prepare all your materials first. This may include a media kit (bio, press release, media alert, etc.). Make sure to have reviewed the publication before you pitch. Once you pique the reporters interest, make sure to include all the specifics he or she needs. These specifics may include photos, specific quotes, interview times, and deadlines. Make sure to also "prep" your client on what the reporter will be asking. From then you will gather the date of when the story will run. Always remember to ask the reporter for a copy of the story - very important to have! Once the story runs, share it with the world. Pass it along to friends and use it for additional pitching."
What are some commonly made mistakes in media relations?
"That everyone knows what you are taking about. Make sure to be clear with the media. An assumption that something is universal, may not be the case. Always double check your grammar. Make sure your media pitch is relevant to the publication. Also, find local PR agencies and check out their blogs. These links will also help with your research:
:: PRweekus.com
:: Mashable.com
