Forbes is one of the most influential publications when it comes to reaching business leaders. The publication also employs some of the smartest journalists in the biz, making it that much harder to secure placements.
Very few publicists get to go inside the morning news meeting where stories are debated, argued, sold and bought.
Before I launched this PR firm in 2009, I lived inside those morning news meetings at both the local and national level. I pitched stories inside the Arizona Republic and the local TV station, Channel 3. In New York, I pitched stories for a nationally syndicated TV program, American Journal. I also approved story ideas as the Executive Producer for Special Projects with NBC.
Business owners, politicians and entrepreneurs can all learn a lot about handling a crisis by watching how the Trump administration continues to handle – or mishandle – the Russia collusion investigation.
I’ve run many crisis campaigns for clients in the financial, nonprofit and political sector. A political campaign in itself is always in crisis mode as candidates continue to dig up dirt on the competition. Likewise, the crisis campaigns I ran in the nonprofit and financial space were more centered around protecting their well established brands.
The first thing I always tell clients in any crisis situation: Never lie. Don’t lie to reporters. Lying is not a crisis strategy.
The best PR firms evolve quickly with the times. I say that not only as the owner of this PR firm but also based on my time as a Reporter, Producer, Senior Producer and Executive Producer in the media.
Today’s media placement requires more precision and a more strategic approach than it did just 10 years ago. A PR firm needs to understand how a reporter and journalist thinks in the different industries. For example, you must approach a TV producer differently than a TV reporter, just as you need to refine a pitch for an online reporter in a more concise and direct way than you would for a print reporter.
The above video gives you visual on how the media landscape has changed. Here’s how to make sure your publicist is responding correctly in this new era.