Those seeking to make a mark in their respective fields need great public relations, also known as “PR.” These two familiar letters can feel mystifying to those unfamiliar with the industry. Some may think grabbing the media’s attention and touting achievements is enough to gain recognition, but it’s more nuanced than that.
On my podcast, I spoke with Terry Stanton, Senior PR Manager at Advantage Media, about the crucial role of PR in building a strong personal brand and robust authority. We addressed common misconceptions about PR and outline a strategy for leveraging media relationships to your advantage.
Table of Contents:
- Aligning Expectations: It’s About Them, Not You
- Unlocking Earned Media: How To Make PR Work For You
- Start Small, Think Big
- The Power of “Author Of”
- Be Available and Adaptive
- Earned, Paid, and Owned Media
- Media Training and Concise Delivery
- The Enduring Role Of PR In Our Modern World
- Key Takeaways
Aligning Expectations: It’s About Them, Not You
CEOs and business leaders have an all-too-common misconception: the media will automatically care about their message. They approach public relations with a pre-set agenda, assuming journalists will immediately get on board.
However, this approach often leads to disappointment because journalists are not megaphones for hire. They’re storytellers who focus on the interests of their audiences—who trust them to surface valuable, relevant information.
When you consider your public relations strategy, you need to shift your perspective and align your message with the media’s interests. Figure out how to become the answer to a popular question instead of forcing journalists to see you as the answer. Generate positive PR by considering the audience and making yourself relevant.
Earned Media: How To Make PR Work For You
Now that you understand the right mindset for a successful public relations strategy let’s explore some essential steps. Consider this your modern guide to PR as it outlines how to generate earned media opportunities and use your successful placements as stepping stones for future outreach.
Start Small, Think Big
First, you need to establish a visible track record to garner attention from large media outlets. Like an author building their bibliography, professionals need a solid media resume before approaching major publishers. This involves starting with local publications, trade journals relevant to your industry, and podcasts.
Smaller appearances build upon each other, creating a trail of expertise. Because journalists often write for multiple outlets, a relationship with a writer from a smaller publication can sometimes lead to a feature in a major news outlet. Building trust takes time. A consistent history of offering useful insights enhances your credibility.
The Power of “Author Of”
Authoring a book is solid gold in PR. The distinction of “author of” attached to your name boosts credibility and makes you attractive to the media. Suddenly, it becomes easier to land that coveted interview on national television or be a contributing writer role for a high-profile publication.
Be Available and Adaptive
The 24/7 news cycle demands flexibility. Journalists work on tight deadlines and juggle assignments. They need sources who are readily available and can deliver concise, relevant answers on short notice.
To be a go-to expert, cultivate a reputation for responsiveness. Be open to rearranging your schedule to accommodate media inquiries. Understand that their deadlines might require a different level of urgency. By being flexible, you enhance your desirability as a valuable resource. Remember, opportunities rarely knock on a set schedule.
Earned, Paid, and Owned Media
Publicity once operated on an earned media model; you provided valuable expertise and received exposure. This model still dominates, as secured media opportunities hold weight. People assume a reputable media outlet will do its research about you before including you on TV or in publications.
In reality, there are also “paid” and “owned” media models. Paid media, such as sponsored content, involves paying for placements to guarantee visibility and can be effective for digital marketing campaigns. It might not carry the same weight as organic, earned media, but it can fast-track brand awareness, especially on newer platforms.
Owned media, sometimes called rented media, consists of channels you control—blogs, social media, and even email lists. This complements your PR efforts by providing a platform to share expertise, promote your earned media coverage, and build a following.
While most PR professionals are purists at heart, a diversified strategy incorporating earned, paid, and owned media tactics amplifies brand awareness. It can establish you as a trusted thought leader within your niche and increase your business’s visibility.
Media Training and Concise Delivery
A skilled public relations professional will tell you that media training can be invaluable, especially if you’re not accustomed to live interviews on TV or radio. If you can speak succinctly while connecting with an unseen audience, you’ll have a better chance of being asked back. Public speaking engagements—whether video interviews, TV appearances, or even phone interviews—are also critical parts of media training.
The Enduring Role Of PR
The core tenets of effective public relations remain: building authentic relationships, understanding audience needs, and tailoring messages accordingly. Building strong relationships with media professionals across all areas of journalism is important because at its heart, PR has always been about trust, both traditionally and digitally.
Key Takeaways
Effective PR goes far beyond seeking publicity. A thoughtful, well-executed approach centered on earning media attention can establish thought leadership, elevate your personal brand, and make you the go-to expert in your niche.
The role of PR is significant for reaching these goals, especially in the digital age. While it requires time, consistency, and often an alignment of expectations, the return on investment for your visibility is invaluable. Cultivating mutually beneficial relationships with those in media can have lasting impacts on your PR efforts.
