From printing and posting press releases (gasp, I know) to ferociously faxing news releases in the hope that they don't land up on the floor in the wrong order. The structure of these releases had to be perfect as well, excellent content, well written, pages numbered and titled, headings a certain size, paragraphs evenly spaced, it was all about the small things and mostly because we had very little control once the postman went on his merry way or the fax machine spat it out on the other side.
It seems weird that small things mattered so much back then, but I am grateful for the learning and steadfastly believe it instilled in me a penchant for the details that matter most to the media. It is this approach that has helped me build my profile and business as a PR consultant, but it is also exactly this attention to detail that sets apart the good PRs from the rest.
A lack of understanding in today's new-breed PRs has tainted our profession and deemed us a thorn in the side of media. Obviously this poses a significant problem, as any good PR knows we are conduits between our clients and the media, and if they have little or no respect for us, we have no solid relationships and are incapable of doing the best job possible.
So, back to formatting press releases (metaphor people), you can call me old fashioned, but regardless of how the world has changed, how fast the pace is, how quickly the news spreads, the basics remain important. The building blocks of good PR are still the same and need to be adhered to regardless of the communications tools utilised to execute them.
Read the publication. I will not hire anyone who does not read. Not only does this make you disconnected from the world, it tells me you have no interest in learning anything new nor do you have a keen interest in understanding how the world works, how the media report it and what topics they cover.
Look for ways to push the envelope in terms of newsworthy stories, no client will pay you to be a "me too" PR consultant.
Know exactly how to engage with the journalist. Each has their quirks and rules of engagement. It can be annoying, but there are very good reasons why journalists are grumpy, its called bad PR.
If they want emails, send them emails, if they want a call, know when to call and always ask if they have time to speak to you. Do not assume they will know who you are (unless the relationship is that solid or you are a rock star in PR).
Do not ever ask if they had read your press. Send them attachments only if they agree to it and provide all the information they require upfront when submitting interview motivations. Most important of all, submit something relevant please. I realise this may come across teaching most PRs to suck eggs, but I am yet to have a chat to a journalist who does not tell me "how bad the PR is out there".
It seems that the basics have fallen away to a new less formal, socially vibey approach that lacks respect for the journalist, if not respect for the PR profession as well.
Like any relationship you need to gain trust and respect over a period of time, you need to earn your stripes, so to speak, and the only way to do this is to meet the needs of the media, understand the protocol and present yourself in a professional manner.
Understanding your clients' business before engaging with the media goes without saying, but that is a discussion for next time, as is retaining an innate passion for what you do because a PR that doesn't get excited about achieving a goal, getting kick-arse coverage, is not worth hiring.
