There are many practical tips, do’s and don’ts to help you achieve good PR coverage:
- Do your research
- Do not send a long press release
- Personalise your communication to the journalist
- Send good images
- Be patient and the list goes on.
However, there is another aspect of PR that people do not seriously take into account and that it is a mindset. Okay, before you click off, please bear with me for the next 3 minutes and I will explain.
The power of intentional behaviour is a key trait of really successful entrepreneurs, Oprah, Jayz, Nelson Mandela, Steve Jobs … have all made a point of highlighting the importance and value of intention. And if people are honest, there is no place within a business where the intention is more evident than in communication, whether it be in the words that are used, the images selected for a campaign, or how a business interacts with their customers online or face to face.
Therefore, how can you reinforce your message when speaking to journalists and achieve the PR coverage you want for your business.
- Think carefully about your single key goal for your interview?
- What is the one message you want your audience to get out of the interview or article? This is about self-reflection and being honest about what you want to achieve. If your intention is to sell loads of a particular product, be honest about that. If it is about being seen as an expert in the field, be honest about that. Regardless of the goal, if you are honest about what you want to achieve, the article and interview will be stronger and have a powerful impact.
- Do not rush. Give yourself plenty of time prior to attending a live interview. Running in hot and sweaty demonstrates a level of unprofessionalism and disrespect. Whether you like it or not, the other human being sitting in front of you (the journalist) will respond negatively to that. In addition, it also means that you are discombobulated and as a result limiting your ability to provide coherent responses initially, or at least until your heart rate slows down.
- Slow your thoughts and speech down. It is amazing how nerves can take over during an interview. At the beginning of a live interview, consciously give yourself 2/3 secs prior to answering questions. Also, feel comfortable in asking the journalist to repeat the question, if you need to give yourself more time to collect your thoughts.
What is the difference between PR and amazing PR?
Remember, Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. CIPR
However, amazing PR is the “honest and transparent discipline which looks after reputation, with the aim of earning authentic understanding, support, opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” FP Comms
I hope you liked the article and found it helpful. Share with us an article (put the links below) you feel best represents your business and let us know if you employed any of the tips above or if you have any other suggestions!