In the in 2014 I’ve managed to grow my “brand” to the point that reporters regularly tell me of the dark, empty recesses of their inboxes.
There are some that possess just having around a hundred unsolicited e-mails a day sent to them by public relations specialists. There are some that get hundreds. One producer I was informed gotten 10,000 e-mails from “PR experts” every day. This is on top of the calls they get through the day from the thirst-lords of the beyond, requiring that they listen to their endless diatribes about whatever-their-name is start-up, typically following up unread e-mails.
These e-mails, in manyin a lot of cases sent en masse to press reporters with no real human interaction (write one email in Word, connect to Excel spreadsheet, struck button), and the individual calling simply wantswishes to get protection at a loss of any human interaction.
This counts for you, Mr. or Miss startup-er, because these are the individuals you may end up working with. And for those of you who have actually pissed thousands of dollars down the toilet, this is probably why you’ve done so.
The standard method to do this effectively is something I’ve writtenblogged about before here, making use of such insane ideas as “talk like a human,” “do not call” and other things that normal people do. What’s bothersome is a number of fretting “trends,” as PR individuals like to talk about, are emerging in their education of young Public Relations people or their general public discourse:
- Media relations is not that vital, and is getting less crucial on a day to day basis.
- Material development and material marketing are the future.
- There are simplyso numerous more important things in PR, guy. Like, uh. Stuff. You know. Brands. Social media.
- Reporters need Public Relations individuals.
Public Relations is inherently about getting stories written on the web for people that pay you to do so. It needs you to not just have the ability to hold a conversation about your client, it needs you to also have the ability to check out a lot, understand a lot and communicate in a wayin a manner that is not naturally harmful.
This is not a simple thing to do. It is not rocket science, but lots of individualslots of people are just unable to speak without seeming like some sort of saccharine pod-person, writing giant emails that hit all the ‘talking points’ set up with the client. Document-fluffing, or as I call it “pretend effort,” is typicalprevails – assembled a huge “strategy” so that the customer says “ah yes, this is effort,” and remains to pay.
It’s simply hard to be interesting, to read a lot, and end up being the individual that a person who has no real benefit of speaking with you will talk to.
Media relations is bad, m’kay.
In 2013’s Company Insider PR50, a list of effective Public Relations people voted on mainly by reporters, called me on it. It called numerous good, great Public Relations people. Within a day, The Holmes Report, which declares to be “altering PR’s future,” created their own lukewarm take called “Moving Silicon Valley Beyond Media Relations.”
The Holmes Report, like numerous Public Relations blog sites and websites, paradoxically seeks to keep Public Relations kept in the past, commemorating as numerous of the old guard as possible and composing a fantastic offera large amount on what lessons Public Relations individuals (who aren’t remotely near having a reason to go) can learngain from Cannes Lions.