Master Class #38: Be Proactive
You can't have an effective PR campaign by just sending out some emails and hoping for the best.
You need to be proactive if you want to earn some attention. Take the initiative to reach out to news reporters and other stakeholders. Trust us; they don't bite... (hard).
Here are a few specific tips that we share with Jaffe clients (and now the entire World Wide Web):
- Be clear about your identity. What does your company or organization stand for? What are the core values? Once you have a clear understanding of who you are, you can communicate it consistently and authentically.
- Be transparent and honest. Reporters can sniff out bull malarkey from a mile away, so it's important to be upfront in all of your communications. If you make a mistake, own up to it. If you don't have all the answers, say so.
- Don't wait for the media to come to you, begging to gush all over you in print. Won't happen. Rather, reach out to them with newsworthy stories, thought leadership pieces, and other opportunities to get your message out.
- Build relationships with key stakeholders. The media is important, of course, but there are others as well, such as customers, employees,and investors. Take the time to build relationships with everyone, in their preferred way of communicating, and get to know their needs and interests.
Here's an example we often use:
Say you own a company that sells sustainable clothing. You are launching a new line of recycled polyester products. Instead of simply sending out a press release about the new line, reach out to fashion bloggers and journalists who specifically write about sustainable fashion. (Trust us; they exist.) Invite these influencers to a launch event where they can learn more about the new line and try on the clothes.
This proactive approach generates the buzz and excitement about the new line, and also positions you as a thought leader in the sustainable fashion industry.
By being proactive in your PR efforts, you can build strong relationships with your stakeholders and create a positive image for your organization. Of course, as always, Jaffe is here to lend a stroke of brilliance, as needed.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
