PR 101 from a high-tech PR person... (Score 1)

Hi, I've been in the PR world for a decade and I can give you some general hints and tips. I specialize in obtaining media attention for high tech companies. I'm a freelancer, who previously worked in the high-tech industry and for NASA and the DOE. Forgive me, if this post is a jumble of thoughts... First off, I don't think many large PR firms do great work, but their services are costly. I have a lot of friends who work for these firms, and many are filled with talented people. However, these firms charge for all time on a project. Who wants to pay someone to develop a big plan? Show me the coverage, is what I say... I charge an hourly fee, which is about 1/2 to 1/4 of what a PR firm charges. I get bonuses for coverage that it obtained. However, the best high-tech PR person in the country charges $200 an hour. There are many ways to PR... Anyway--the first key to landing good press is to target your news to key reporters who would be interested in your news. Don't just send out a press release over the wires and expect coverage galore. Disseminate your releases or kits to a VERY TARGETED GROUP of reporters who cover your area. This involves plenty of research and using a source like Media Map to find out which reporters cover software or small high-tech companies. Otherwise you are wasting time and money. Understand the media. It really isn't as simple as making phone calls. You must to know how these people work to foster good relationships with them and build credibility. Reporters are extremely busy and they receive 30 calls daily from PR people, as well as dozens of press releases. You must understand when specific reporters are on deadline (and don't bug them during these times). Also, you need to know how they like to receive information (email, fax, pitch over the phone). Media Map also provides this information. To get a story, you must have real NEWS. So many press releases are "non news." If you have upgraded your software to version 2.134455, who gives a rat's hiney? Give the reporter something newsworthy to chew on. If you have some cool technology being launched, write a press release that illustrates how the technology will be used. Get quotes from people who will be using the technology and demonstrate how your product/news will really make a difference. Don't send a press release out with the headline, "Company xyz announces product xyz." Use the headline to show that your story has news value, such as, "NASA to use Company xyz's technology to..." If your product or news doesn't have news value attached to it yet--or a real story--then maybe you should wait to make an announcement. Possibly your company is an integral part of a current trend, or you might tie your company to national news or something happening in the stock market. Make your news into a REAL story that helps the reporter write an article. There is more to PR-ing than press releases. A press release is one ity-bity tool. Get out there on the road. Call the right reporters and ask for a face-to-face meeting. If you have a demo or something that would be interesting to see in person, request 15 minutes of their time. A "road show" is a great way to foster relationships with reporters and to show them what a press release never will. Trade shows are excellent opportunities to do a product launch or to introduce the press to a company or interesting news. Most trade shows provide lists of attending media. These lists contain reporter contact information. If you have valid news, contact these reporters and make an appt to meet with them in your booth or in a meeting space. Offer them an interview with the CEO. The last trade show at which I worked--I landed 15 media appts, which led to extensive coverage and the cover of Computer Graphics World. Don't pass up these opportunities. This may sound mundane, but you need someone who is a good writer to write your press releases, brochures, customer stories, etc. Most reporters use AP writing style. All written materials should be sent to the reporter in this style so they don't have to rewrite everything and make sure everything is formatted properly. Sounds like a small detail, but if you write in the style and manner in which reporters do, they really appreciate it and it helps to build relationships. Also, please remember that PR professionals are just that--professionals. Although PR isn't rocket science, there is a method to the madness Certain behaviors can increase coverage, and other behaviors can cause reporters to grit their teeth and tell their colleagues horror stories about the numbskull who just called from Company XYZ. There are rules in working with the press and a true PR professional understands the world of the reporter and is loyal to the needs and wants of the reporter. Sources such as Media Map are quite expensive, as are other PR tools, which is why hiring a GOOD, SOLID PR professional, who knows what they are doing, can cost ya. However, you shouldn't have to pay $150 an hour or upwards--as a general rule. There are plenty of good freelancers out there, and smaller firms who can cater to smaller budgets. Never underestimate the power of a good PR person...they can garner attention and exposure for your company that is invaluable. I wish you the best of luck and I hope you end up getting some great coverage! Ang