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The Principles of Reality PR:
by B.L. Ochman
Is your public relations campaign getting the results you want? If not, it could be time for Reality PR.
It's based on tactics a lot more solid than outdated press releases. And Reality PR gets better results than traditional PR.
Think like a wired journalist
And you need to learn where wired journalists look for news so you can be there. Understanding this perspective is the basis of Reality PR.
What besides publicity can attract attention to your company and help build your sales? Plenty!
Reality PR will give you a host of new tools in your PR arsenal along with new ways to approach getting name recognition and increasing sales.Here are the principles upon which the system is based.
Do not bullshit
Write an elevator pitch
Then ask yourself, and answer honestly, "Who Cares?" If it still sounds like a good idea, proceed to follow the principles of Reality PR.
Before you write a press release ask yourself where you have seen an article published like the one you want to write. If it's a release about your new Web site, your first anniversary or the president's speech, chances are - unless your company is large and publicly traded - the answer is nowhere.
There's more to media than the press.
Web sites, e-zines, newsletters, Mail Lists, Online forums, newsgroups, Blogs, reputation management sites and e-mail also are all powerful mediums created by the Internet. They can have as much or more influence than the press. In fact, journalists troll these mediums for stories.
The traditional press release is dead
Want to win coverage? Reality PR will show you how. Start by throwing out the tattered old print press release. Write like you have 10 seconds to make a point. Because online, you do.
The new message for new media
Stories have to be individually tailored to specific outlets. The expectation of blandness, poor writing and bias is so ingrained in journalistic culture that the form of the press release has become entirely devalued.
Moderators of forums, newsgroups, Mail Lists and web sites have no use for the traditional press release. When you practice Reality PR you will learn the format they do need.
Don't SPAM the Media
Relevance is the key. Read the publication, watch or listen to the show BEFORE you pitch. Better yet, study several editions. Learn its point of view and the type of stories it features. Identify the writers who cover your sector.
Establish your reputation as an expert
Give away your knowledge
When you consistently provide information of value in these outlets your reputation as an expert will make itself.
There is more to PR than publicity.
If you're Number One in a field that affects millions of consumers, the media will seek you out. At the least, they will listen when you call or read release you send because a story about your industry wouldn't be complete if you aren't included. Approximately 100 companies in the United States fall into this category.
If your company is small to mid-sized, not publicly traded, new on the block or a behind-the-scenes business you'll have to learn other skills for spreading the word about your virtues. And most of this information will remain below media radar. At least initially.
About the Author:
B.L. Ochman, president of whatsnextonline.com, is a marketing strategist, journalist, and speaker.
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