You’ve got the best product or service out there, right? So you say. But how do you get your audience and customers to believe your message?
One of the most difficult challenges to public relations is straddling the needs of the client and the needs and wants of their customers. It’s the PR person’s job to relay a message that ‘sings’ to the audience even when the client may not be completely on board with that message. For example, the client wants the message to express how expert their services are; the longevity in the business and how they will take care of the customer like no other similar company. The customers sees many other options in the marketplace so how does THIS company stand out above the rest? It’s all in the storytelling.
The PR person should consult with you to develop potential news ‘hooks’ that can be told in a clear, concise and compelling way in order to attract the interest of customers via your web or social media content, news releases or through customized pitches to the media. A savvy PR person who has strong media connections and knows how to reach out to reporters, producers and editors is uniquely qualified to provide this service for a client.
A PR company that blasts the same release, pitch or storyline to a long media list will likely not get the results the client is hoping for. A media pitch can take hours to mold and shape. The client has to assist by providing the facts, quotes and other details needed; it is the PR person who shapes those details into a pitch (and compelling subject line) that will at least get the media person to open the e-mailed pitch. The client who believes he or she can do all this will be disappointed in the results and frustrated by the amount of time taken away from daily business. A PR person is a step removed from the client’s daily business and can more or less objectively present the pitch to media contacts.
Why not call each media person? Reality is: people seldom answer their phones these days. When they do, they are pressed for time. If they are not interested in your pitch, the phone call may leave a bad impression.
The best PR people:
- Listen to the client’s story
- Ask questions about the business, challenges, hopes and dreams of the clinet
- Find the message that will translate first to the media – then to the public
Trust your expert PR person to understand and tell your story in your content as well as in media pitches. That person is working for you for a reason; he or she can translate your story about your product or service to people with a compelling story that in turn can mean more business for you.