By Mark Macias
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.
How to Approach Reporters and Producers in Different Industries
The top tech PR firms frequently pitch online tech sites. That’s an obvious statement, but the turn-rate for online news sites and blogs is so much quicker than for a print publication or TV. That means your approach needs to be quick and tight. I frequently tell my team, “think ADD” when speaking with these reporters.
Yes, channel attention deficit disorder, because that is how these reporters approach their stories.
As for print, their turn rate is a little longer and editors like to provide a little more substance with their stories. It helps their publications stand out from the online competitors. When MACIAS PR approaches newspaper reporters, our team always makes sure we provide the substance and proof behind every claims.
Quick side not: Potential clients frequently ask me, why do we want to pitch newspapers? No one reads them anymore. Yes, the newspaper readership base is dropping but their online reach is growing. The New York Post, New York Daily News and New York Times are the most effective way to reach consumers in the NY region.
If your PR campaign is not gaining traction, take a closer look at how your PR team is approaching these outlets. It does make a difference.
Macias PR was named the 2017 Strategic PR Firm of the Year and 2016 and 2015 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.