There is a misrepresentation that press releases will lead to a story in the local newspaper, or a segment on TV. I hear it all the time from potential clients.
“Why do I need a PR firm when I can post my own press releases?”
Here’s a closer look at how journalists, producers and reporters all view the different PR newswires. I’m basing this analysis on my experience inside the newsrooms of NBC, CBS, King World Productions, the Arizona Republic and KTVK in Phoenix.
We would like to do a shout-out to our health tech client, Noom, which was just listed as one of the “Breakthrough Brands of 2017.” Here’s a link to the article.
The global brand consultancy company, Interbrand, looked at brands that are breaking through the noise. Interbrand selected 40 different brands based on these five factors:
BMJ Open Diabetes Research & Care and Scientific Reports, a research journal from the publishers of Journal, both published studies that concluded Noom helps people lose weight better than other popular weight loss programs. The digital health company has been featured in major publications, like the Washington Post, US News & World Report, TechCrunch, International Business Times, MobiHealthNews, CBS Boston, CBS New York, PIX 11 and others.
So congrats to Noom’s entire team for this brand recognition.
Many small businesses outsource their social media to PR or digital marketing agencies. Unfortunately, many of these business owners find out later that they don’t own the content that they paid for.
It’s a horrible situation for any business to experience. You pay for something but get nothing in return when it’s over. Unfortunately, I’ve seen it all too many times with restaurants, bars and entrepreneurs who didn’t do their homework.
You can have the best ideas but if your campaign’s execution is off, your PR campaign won’t succeed. The most effective and best PR firms understand how to approach and target the right media outlets and reporters. You can’t “spray and pray” when it comes to getting a story in the media. You have to approach reporters and media outlets with precision.
Execution is especially important in TV where there are so many different titles. Titles like, Executive Producer, production assistant, reporter, assignment desk manager, editor, producer, managing editor, booker, satellite coordinator, news director and the list goes on.
It gets even more confusing when you look at titles for different media outlets, like print and online newsroom publications where the titles are the same, but the duties and power are different.
Many new PR clients frequently want to spend days, or even weeks debating a campaign idea. They want to weigh the pros and cons of the angle before the media outreach begins. Yes, it’s crucial to ensure every editorial campaign meshes with your brand, but there comes a time when you need to get the story out there to see if it works.
I quickly advise these clients on why our campaign will have more success by pushing the story to reporters and adapting the strategy and approach based on their feedback.