As the year draws to an end, there are many lessons that young PR people should have learned from 2016 news reports that can apply to our business. Here’s a look back at the learning moments of the year that sprang from the headlines.
Stories by Arthur Solomon
As a former reporter and editor at New York City newspapers and wire services, when I crossed the Rubicon and joined a PR firm as newspapers failed, I disagreed with how agency clients were prepared for interviews by media trainers.
PR veteran Arthur Solomon has changed his mind about Hillary Clinton holding a press conference, which he thought she should do many weeks ago. The reason for this change of mind is that she is excelling at another method of reaching the public: answering media questions from local reporters during her campaign stops and individually with selected national reporters.
When it comes to pitching a story, there are various tenets that I have always disagreed with, e.g.: reporters and editors won’t read a pitch longer than a few sentences; when trying to place a photo accompany it with a short caption; TV pitches have a better chance of success when B-roll is available. But there are some rules that I have always enforced with account execs so that their pitches at least have a chance of success.
Rule #1: Your first responsibility isn’t to your PR agency, it’s to yourself and your family.
Even though PR stunts will probably be eliminated from your strategy, creating them can expand your thinking on ways of gaining media attention for clients.