freed up premium content
To cultivate relationships with journalists, there are a litany of practices to master; that’s if you want a puncher’s chance of getting reporters to consider your pitches and/or respond to your telephone calls.
Getting your pitch across the plate requires PR pros to be mindful of several things, lest the proposal end up in the circular file. But in a social media age, making sure you don’t waste a reporter’s time may not even be half the battle. That’s because you have to think about how the reporter can share the message with his or her network.
Chicago’s most talked-about addition to its famed skyline, the Trump International Hotel & Tower, has been the subject of countless stories since it was completed in 2009. In December 2014, after five years on the market, 14,000-square-foot penthouse was sold to entrepreneur Sanjay Shah. Mr. Shah retained Henson Consulting to create and implement a strategic approach to leverage his purchase and raise the visibility of his software company, Vistex Inc.
Many PR pros assume that they collaborate with journalists. For some journalists, however, that’s a false assumption.
If you can’t intelligently communicate to employees what the problem is—and how you intend to fix it—good luck trying to convince consumers, customers, media and perhaps government that you have the crisis under control.
The key to helping news-minded PR pros communicate effectively with quant-minded marketers and business execs is not to develop a one-size fits all über metric, but to coordinate on a common set of communications goals and measure what matters.