PR: A Few Do’s and Don’ts

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Any seasoned PR practitioner has picked up a few tricks of the trade through the years – many of which were learned the hard way. But those were good lessons to learn as it made me a more effective PR professional. Here is my list of do’s and don’ts when it comes to B2B PR:

Do research media outlets and identify the ones that make the most sense for your clients.

Don’t assume you know all of the outlets pertaining to your clients. Use a media monitoring service to uncover print, electronic, bloggers and other outlets/influencers that cover your clients’ industries.

Do pitch story angles to editors. They’re looking for well thought-out ideas and submissions that are specific to their audience; if you provide them with good content, you’ll often get a yes.

Don’t sit back and wait for the phone to ring – it won’t.

Do write news releases that are straight-forward, contain specific performance data and are devoid of adjectives and company jargon.

Don’t distribute a press release with a photos embedded into the copy – that’s a great way to guarantee your release won’t get picked up.

Do follow up, only if absolutely necessary, with a few key publications inquiring about your press release.

Don’t make a habit of following up with editors from your entire list to see if they received your press release. This practice annoys them and prevents your release from getting picked up.

Do invest in good photography. Strong, high resolution photography can make a big difference as to whether or not your press release or story pitch gets picked up.

Don’t send low resolution photos, or scanned computer screen shoots. Editors that receive press releases or story packages with poor photos won’t consider it for publication. Strong photos are a must.

Do take the time to counsel your clients on best PR practices – that’s why they hired you.

Don’t simply become a yes man or woman to them. If a strategy or tactic doesn’t make sense, tell them why and stand by your reasoning.

Do learn about their business and customers, and constantly be bringing them ideas.

Don’t just sit back and become an order taker, as you and your agency won’t be taking orders for very long.

These are just a few do’s and don’ts that quickly come to mind. Let’s hear what some of your best practices are-– share them with us!