Living Organism

Every businessperson knows that there’s no substitute for good press. Earning recognition from a credible press outlet is marketing gold. Getting there, however, is almost never easy.

At Vitamin, we work hard to accomplish this goal for our clients, and our experience has taught us a lot about what works and what doesn’t. We’ve taken that experience and whittled it down into seven “must haves” that anyone seeking good press should constantly keep in mind.

1. A solid understanding of the story.

Think of PR as a marketing effort. Journalists are a target market, and they’re looking to buy stories. In order to earn their interest, it’s not enough to simply put your product, service or event in front of their eyes. You have to give them something worth writing about, and that’s impossible without a well-developed story.

2. Knowledge of what is and isn’t news.

The news business has changed a lot in recent years, but one thing that has remained basically the same is the definition of “news.” Your story has to be timely, relevant, and interesting to the journalist’s readers/viewers to qualify. Satisfying just one or two of these criteria usually won’t be enough.

3. A comprehensive strategy for getting the story in front of the right people at the right time.

You’ve got the story and it counts as news, so now what? It’s not just a matter of getting it in front of a set of eyes, it’s finding the right set of eyes. Doing that requires understanding three key variables: a given journalist’s beat, his or her areas of interest and expertise, and the kinds of stories his or her employer usually handles. Getting a story placed is about understanding the market and crafting a plan that puts your story in front of the people who want and need it most.

4. The ability to think and act fast to seize opportunities.

What’s newsworthy on Monday might not be on Tuesday, and there’s almost nothing worse than wasting an opportunity for good press. A good PR effort must be set up and ready to go at all times, often on a moment’s notice.

5. Long-term vision and planning.

PR is a plan and a program, not just a desire to get press. It’s about building brand and working towards goals. That takes both time and a consistently applied effort.

6. Relationships and contacts.

Some folks think good PR comes from having an “in” at the local paper or TV station, or a long list of contacts to call or email. These things certainly help, but the truth is that all the connections and phone numbers in the world don’t mean much without items one through five. A good PR plan includes a great list of contacts and good working relationships, but focusing too much on these things at the expense of the fundamentals – especially a solid story – is a mistake made far too often.

7. Patience and persistence.

Getting featured in a major article or on the six o’clock news makes a big splash, but you have to take time to fill the pool first. Understanding the importance of incremental gains and having the patience to follow up is the only sure path to a successful PR effort.

In order to get the most out of all seven of these it’s usually best to work with an experienced PR professional who understands your needs and is able to keep an eye on the big picture. If you’d like to explore some ideas, we’re just an email away. Keeping these seven “must haves” in mind will put you one step ahead of the competition and poised for real success.