Make Your PR Stand for Perfect Resource

A successful media campaign can be a powerful tool for changing people’s perception of your business. You want to create content that is interesting, relevant and shares a specific message with the audience you’re aiming at. Learn how to use PR effectively by understanding what makes an effective PR piece from below industry leaders.

A PR firm needs to do more than just spin an agency’s portfolio. They need to be able to stand for something that is uniquely theirs, and take the lead in shaping how they are viewed by their audience.A “public relations tools” is a set of resources that can be used to help public relations professionals. These tools are mostly online and they include things like social media, newsletters, surveys, and more.

What comes to mind when you think about public relations or publicity? It may include hounding or even badgering the media to create a narrative about you, your product, or your company for certain individuals (including some PR professionals). This works sometimes, but not always. As a public relations practitioner, I’m well aware that the media has no need for public relations in the conventional sense. The media, on the other hand, need its own definition of public relations: Perfect Resources.


For the media outlet’s convenience, put together a short piece of material showcasing your expertise. I’ve even gone so far as to create client information labels and simply tape them to the back of a business card or a Rolodex card, which the journalist can then store away in the “future file.” Simply say you’d be delighted to share your knowledge with them if they had a “newsworthy need.” And trust me when I say that the need will emerge sooner than you or the media expect.

When a noteworthy problem relating to your business arises, media outlets will look to you as a Perfect Resource after you’ve established yourself as one. What do media outlets do, for example, when the stock market rises or plummets? I know what I did since I was a former TV news reporter/producer. In response, we attempted to locate a Perfect Resource financial advisor or stockbroker in order to get a reply or to localize the tale. The interview resources were very certainly people who had done some proactive PR—Perfect Resource—homework. BINGO! The source would always experience a spike in business and/or calls after the interview was written or broadcast, resulting in instant, FREE exposure and the associated customer reaction.

This kind of public relations may not generate instant attention or visibility in the media. Spoon-feed those ravenous media mongrels to elicit an instant reaction! Make breaking news your own by repurposing it. Make a short phone call or fax to say, “I can assist your readers/ viewers/ listeners comprehend what this means and how to react,” if a story concerning your area of expertise breaks or is going to break, whether it is local or national. Many reporters will do an on-the-spot interview with you.

Your knowledge doesn’t have to be limited to quips and quotations in the local paper or on the radio. Begin locally, then regionally, nationally, and perhaps globally, depending on your area of expertise. Swim with the big fish if you really have a product, knowledge, research, or experience in a certain sector or media. Consult a public relations expert who can assist you in doing a national media market analysis. Make a list of media outlets that are both capable and willing to offer you a platform to communicate your knowledge. Many major news programs on networks such as CNN and MSNBC are constantly looking for eloquent interview sources for their shows—but you must know how to present yourself to them. I’ve gotten a number of clients on CNN and CNNfn in the last few months, and I have more booked for national programs in the future months. We produced our own news using the PR (Perfect Resource) platform.

Remember that these shows must provide enough content to satisfy five episodes each week. They secretly adore us PR people… particularly those of us who can make that editor’s, reporter’s, or producer’s work a whole lot simpler with a little PR gift: you as the Perfect Resource. What does that present signify to you? “It’s the present that keeps on giving,” as one famous marketing tagline put it.

The “public relations activities examples” is a blog post that talks about how to make your PR stand for perfect resource. It includes a list of public relations activities and their benefits.

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