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PR Personified BY KATIE MULDOON Not only did the new catalog look terrific, but the press kit was a wonder unto itself. With a die cut here, a die cut there, foldouts galore and more color than Fourth of July fireworks, it was bound to get noticed. Not to mention that about a zillion of these elaborate, board-pleasing PR documents were being mailed to magazines, newspapers and TV and radio stations across the country. A coordinated version was headed for virtual press rooms. Seldom has the word “overwhelming” been better used than to describe the reaction to this campaign. This clearly was no ordinary catalog launch, but one that was culturally oriented and sexy at the same time. The slimly staffed executives were spending lots of time just fielding the press, barely doing justice to the interviews. Except for one tiny dilemma, success was in the air. The problem: There weren't nearly enough catalogs to satisfy the demand. Back on press they went, printing merrily, and expensively, away. Out went the catalogs — first class, of course, as this was a first-class operation. Now to sit back and wait…and wait…and wait for orders that only trickled in. Did we have a case of overexposure here? The story wasn't nearly as well covered when, a year later, the catalog was no more, largely due to this unnecessarily expensive PR campaign that caused a buzz but attracted few customers. PR can be an absolutely terrific way to draw customers into the flock. But there are some rules it wouldn't hurt to follow: Have a written game plan, one that allows you to test the drawing power of your program before getting yourself into a situation where you have responses, but ones that don't turn into customers. Several years ago, a client unexpectedly got a spot on the “Today” show. It was a disaster. Way too many responses, way too broad an audience, resulting in way too little conversion. Walk, then run. Your program must mesh with those of your company. Conflicting messages are worse than no messages at all. Know your audience. PR isn't any different from traditional direct marketing in that you need to customize the message to your target. Subscribe, buy and/or borrow publications that address your market. Read them and understand what kind of stories they want. Then adapt your releases to those publications. Be topical. Tying your release into a current event or occurrence helps it have a timeliness that can get it selected over other choices. Think before your write. Is this useful information? Does it have “sizzle” or is it just reciting facts? Paul Krupin, author of “Trash Proof News Releases,” says you must create a spark. His formula for igniting that spark is DPAA+H — Dramatic, Personal, Achievement in the Face of Adversity, and Humor. Keep your release crisp. Try for no more than 400 words on one page. Read what you have written. Read it again. Let it rest overnight. Read it again. Will it lead to more contacts with this publication? When you're sure it has the elements you need to get the editor's lasting attention, send it off. Treat editors with respect. Never send to more than one e-mail address at once. Follow up with an e-mail or phone call a day or two after you believe the recipient has received your communication. Know when to stop calling; usually three calls is plenty. Never tell an editor that he or she has an exclusive or first shot at the story — and then tell another publication the same thing. Track your results. Granted, this is not as clear-cut as tracking coded catalogs, but it can be done. First, make sure your operators know a PR campaign is going on. Instruct operators to ask where respondents have heard about your catalog. A similar technique can be used in the order-form area of your electronic checkout. And if You Break Through? OK, it worked. Someone called to interview you about your press release. Now what? Think before you speak. Don't talk just to please the interviewer; provide accurate information that's not hyped. Always be certain you're in tune with company policy. If you don't know the answer, don't fake it. Get the information and call back or transfer the caller to the appropriate, pre-prepped source. Do not go “off the record” or say “No comment.” These are negatives that can be avoided with tactful answers, including “What's your deadline? Do I have time to get back to you?” Be prepared Have one or two main points that you want the interviewer to come away with. Be professionally friendly and concise; don't wander from topic to topic. Try to understand what the interviewer is looking for and provide it. Adapt your preparation depending on where the interview takes place For instance, if you're in a live interview you should try to watch the program you'll be on prior to your appearance to better understand the interviewer. Does she have a tendency to turn the conversation into negative territory? Try to think through how she might approach your company, and have the ammunition you need to gently ease things back onto more positive ground. Note the clothes the interviewer and interviewee are wearing, and wear something similar. Keep the jewelry small and unobtrusive. During your interview, make eye contact and sit up straight but not stiff. Be conversational; don't sound like you've said the same thing a million times before. Done well, publicity breeds publicity. Publications check their competition for leads, and if your name keeps popping up, will be on the phone to you even if you don't have a current release out there |
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