An Editor’s Perspective
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I just had lunch with an editor at one of the large newspapers in town who opined on the surprising number of PR people who don’t know how to deal with the media. A few suggestions from someone on the inside…
1: Forget the News Releases. If you really want to be successful at placing stories, make a contact and develop a relationship with someone at the newspaper. When you have a meaningful story idea, make a call and pitch it.
2: Learn the Rules. If you must write a news release at least do it correctly. No two-page news releases. My source says she has NEVER seen a news release that has any meaningful information on the second page.
3: Ask Questions. The most successful PR people listen. Ask reporters and editors what types of stories they are interested in, how to best contact them, do they have any upcoming special sections, what are their deadlines, etc.
Where in the World is Anthony?
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Gave opening keynote this afternoon at an insurance conference in San Diego. Presenting tip 92: Don't staple your notes. It draws attention to them, especially when you turn the page. Instead, fan the pages and smoothly slide and discard.
Worked all day today with a St. Louis-based contractor. Negotiation tip 33: Don't mirror your opponent's demeanor, especially if the tone and questions are negative.
Spent the day working with Michigan law enforcement leadership. Crisis communications tip 7: Quickly address misinformation and rumors in the early hours of a crisis, or risk losing control of the narrative.
Back to work! Spoke last week in Orlando. This week I'm in Ohio, Michigan and Missouri. Meeting/conference tip 15: More Variety = More Energy. Mix things up to keep your audience constantly engaged.
Just wrapped my last job of the year, working with an Ohio-based insurance company. Huge thanks to all my clients who made this year truly one for the books—and more than just a nod to my travel partners, @Delta, @Marriott, @Avis, and @Uber for getting me where I needed to go.