For the past two and a half years, I’ve been working as a freelance PR. With this privilege comes increased freedom and a little more money. The job security might not be there, but at least you can watch wacky sci-fi films involving Don Johnson and a talking dog during the afternoon and improve your golf skills.
Here are my 10 golden rules to achieving quality press for your clients while retaining control over your own ideas and not being fired for being out of the “office” most of the day.
1) DIY
Journalists prefer hearing the story direct from the source rather than an intermediary. The internet has done a great job of cutting other services, middle men and women out of society. PR is no different.
OK, so you have been employed as a PR and rule number one doesn’t count …
Tip: In some instances, it is best to adopt a formal client email especially when working with startups. If your startup is called Really Cool Spaceship, then go for yourname@reallycoolspaceship.com.
2) Create the issue
Your product/service is the solution. This is a fail-safe format for attracting the attention of journalists. I was taught this by a former boss, who also enjoyed the odd round.
3) Can’t pitch in 50–250 words? Don’t bother
There is so much bullshit out there that a great headline and some snappy sentences are your best ammo. Minimise the amount of scrolling a journalist has to do. They might be on the golf course as well, so get your points across in a single phone screen.
4) The more you put in, the more you get out
PR can be more infuriating than trying to ski at Glenshee. Clients and the press can pee you off from time to time, but one rejection doesn’t mean you’ll be sat out of the game forever and, more often than not, there are alternative lines of enquiry and ways to repackage the idea. Don’t lose your cool.
With regards to clients, be transparent up-front. Tell them immediately if you think what they are proposing is a bad idea and give them reasons why, before suggesting some better angles.
5) Sign off with a question to coax a response
If your work is dismissed, make sure you offer something in its place ... that is, if the journalist gets back to you. A “no” is far better than silence. At least you know they are there.
6) But remember, do not pester (a delicate art in itself)
Pestering a journalist is the equivalent of gavaging Gizmo with corn at two minutes past midnight then chucking him in a jacuzzi with a flashbulb.
7) Always offer interviews
News doesn’t always make the cut, but offering something extra in the form of an exclusive or a meeting, might get you some column inches. Say you specialise in business-to-business (B2B) public relations. Your client has trouble getting its client (an A-list brand) to give them credit for its involvement in a campaign and you have zero relationship with that brand. Don’t worry about it, still offer a brand interview. Publications like talking with brands and brands like talking about themselves. Get the interview and work out how you are going to orchestrate it afterwards.
8) Ditch time wasters
Refresh contact lists regularly and use handy email extensions such as Boomerang to find out who is actually opening your pitches. You can also schedule emails for different times on the day, so you permanently look like you are on the job even when getting that all-important late afternoon nap in after a tough 18 holes.
9) Remember your manners
Success or failure, always be polite and if your content is published, remember to thank the editor and make sure you and your client promote the published goods via your own social channels.
10) Don’t feel guilty about taking some time out from working
Fresh ideas can come from anywhere, but I find they are more forthcoming when you are taking a leisurely stroll across some fields and a nice cold pint is awaiting you in the 19th.
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