PR for a new year—public relations do’s and don’ts for 2019

by | Jan 3, 2019 | Analysis, Public Relations

As a constantly evolving field, public relations continues to be a dynamic and interesting field to work in. Keeping up with the evolving PR landscape while also providing value to clients can be a time consuming and overwhelming endeavor at times. Sometimes it feels like there’s so many deadlines and demanding clients that take up all our work time and energy.

So here are a few do’s and don’ts in PR to make those stressful days go a bit smoother:

DO approach journalists

Journalist and reporters are always looking for their next story, and these days they don’t have to look far, with many people approaching them with pitches and leads. So stay in the game by taking that initiative to reach out to them.

It’s important to remember that since they’re most likely already being bombarded with pitches, make your pitch relevant and include all the necessary information so they don’t have to constantly contact you for more details. Be polite and to the point, and do your research – make sure you are easy and effective to work with, creating a good starting point for building a good working relationship with them.

DON’T hassle the media with too many messages

Once you’ve sent your first message or pitch, wait a few days before reaching out again. Use email as your first point of constant contact. A job in media can be busy and stressful, and therefore, it’s important that journalists don’t get annoyed or hassled.

Use professional channels to contact them. Don’t go on their Facebook page to send a message to them or call them on their personal phone without getting permission first. This may come across as unprofessional and inappropriate.

DO have your brand message in mind at all times

It is crucial that your brand message is on your mind when conducting any PR activities. This means deciding what message you want to convey to your audience and how you want to be perceived. This is a starting point and every other step needs to take your brand message into consideration. Having a clear brand message will also help in deciding what steps to take next.

DON’T assume the media will cover your brand

Even if your product might be revolutionary and amazing, it is foolish to assume that it will automatically get media coverage. There are many great products out there without the effective PR and marketing efforts to get them rolling. Don’t be one of those products! Make sure you’ve put in the effort to get journalists and other influencers in the media talking about your product. A significant part of this is building strong relationships with the media and journalists.

DO stay abreast of industry news

The best way to make sure your pitch is relevant to journalists and catches the media’s attention is to stay up to date with industry news. Paying attention to what’s happening in your industry will bring to light what kind of stories are being covered and what type of pitches will get published.

Ronn Torossian
Ronn Torossian is the Founder and Chairman of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.


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