Are PR professionals salespeople? Is the story pitch equal to the product sell? Most PR professionals like to think they are in a different class from the typical caricature of
the high-pressure salesperson. And, they are. At the same time, pitching stories to the media truly is "sales" at its most strategic level. The best PR professionals will
master effective, strategic selling techniques.
This is the first in a series of articles on how PR professionals can use selling techniques that will help them get better results with the media. The series will cover the
art of cold calling, how to master the "win-win" of a relationship with the media, how to "close," and how to measure your progress in a way that provides constant improvement. In
the first article, we will tackle the fundamental question of the relationship between media relations and sales.
You may need a little convincing that you are in sales, and if you look at Webster's definition of the word "sell" your doubts will likely increase: "1. to deliver or give up
in violation of duty, trust, loyalty -- betray. 2. to give up in return for something else especially foolishly or dishonorably. 3. to dispose of or manage for profit instead of
in accordance with conscience, justice, or duty. 4. to impose on -- cheat." Now, what does Webster's have to say about the word "pitch": "1. to present or advertise for sale
especially in a high-pressure way; 2. to utter glibly and insincerely; 3. to make a sales pitch." Seems like "sell" and "pitch" have a lot in common.
"None of those accurately describe what I do when pitching a story," you are probably saying. And you would be right. However, Webster's gives a fifth definition that more
clearly describes the role of the PR professional: "5. to develop a belief in the truth, value or desirability of; gain acceptance for; to persuade or influence to a course of
action to the acceptance of something."
Webster's first four definitions of the word "sell" essentially sum up the bad reputation of selling. However, the fifth definition gives PR professionals something to shoot
for. It really is exactly what you want to do when pitching a story. And Webster's most positive definition of "sell" is strikingly close to its definition of "public relations":
"1. The business of inducing the public to have understanding for and goodwill toward a person, firm or institution; influencing the public to a specific course of action."
Understanding that when you pitch you are actually selling is a big part of winning the battle. Overcoming the negative image often associated with selling/pitching will put
you over the top. Just how did sales earn its negative image, and is it truly deserved? The answer is simple and mainly has to do with the fact that too many salespeople and PR
professionals are not good at what they do. Unfortunately, the stories we hear are always about the "bad" apples. There are lots of good, honest, hard-working salespeople and PR
professionals, and those who add value for customers over the long term only enhance the reputation of their profession.
But for various reasons, PR professionals have a hard time with selling. Many simply cannot face the cold call, they often end up saying the wrong things, and in the process
they destroy any chance they have of being successful. Until you overcome everything that is perceived to be wrong or negative about selling/pitching, you will continue to
struggle.
Once you accept the fact that you are a salesperson, you can become an outstanding PR professional by embracing the right sales techniques. The first and most important
rule is to regard the pitch as a relationship-building process in search of a win-win solution, not an exercise in pressuring an antagonist into surrendering.
And the key to excelling at the pitch is preparation. You must:
- Know your subject matter;
- Clearly understand the target you are pitching;
- Have your story and talking points in order;
- Be prepared to adjust your pitch if necessary;
- Provide added value every step along the way; and
- Follow through until your goal is achieved.
A great deal of work goes into this preparation. In the remaining parts of this series, we will give you all of the advice you should need to succeed. The effort to succeed
rests on your shoulders.
Next Installment: The Art of the Cold Call
Contact:
Michael Renderman is vice president of business development for Bacon's Information. He can be reached at mrender [email protected].