Tales From The Public Relations Crypt

Having worked in public relations (PR) for over 20 years, I’ve seen my fair share of changes and improvements as the industry has evolved. Although the goal of PR remains the same (getting our clients’ news in front of the best reporters, hooking them for an interview and landing some sweet coverage), the methods used on a day-to-day basis have changed substantially.

Join me as I take you on a trip through years past.

A Journey to Public Relations of the Past

• Reporters contact information was stored in a printed book – Yes, I’m talking about an actual book called Media Map (first Media Map, then Bacon’s Media Map, then Cision). You’d flip through to the industry or area of focus, then jot down the contact info of the reporters that seemed to be the best fit. Imagine how much time it took to pull together a comprehensive media list using a book slightly smaller than the traditional yellow pages?
• Faxing news to newsrooms was preferred – In fact, it was often the only way to connect with newsrooms when distributing news and press releases. That meant dedicating a few hours standing at a fax machine, making sure each one went through and frequently hearing busy numbers as other PR professionals were doing the same thing across the country.
• Calling reporters was the norm – Like most PR dinosaurs, I remember having a running list of reporters to call (prioritized in order of importance to our clients) when news broke or to check what they were working on. Getting through to a live person was a gift. Not getting hung up on or yelled at was a miracle.
• Clip books were hardcopies and always compiled by hand – This involves getting a paper copy (or fax) of the coverage, trimming it down to fit on a page, then hours of concentration using a ruler, tape and a copier to get the perfect page. An eraser was your best friend, and a misplaced fingerprint or paper cut could ruin a whole page.
• Networking was done in person – Blasphemy but true! We networked at conferences, meetings and PR gatherings. Facebook, Instagram, Twitter and LinkedIn just didn’t exist yet. 

Public Relations Receives an Upgrade

It seems dire, right? Thankfully, PR professionals presently have a wealth of resources and technologies to use for reporter outreach and presenting results to clients.

• Finding reporters’ contact information – Where once we were limited, we now have a seemingly endless number of databases to consult to find email addresses. Cision, Muck Rack, and RocketReach are just a few resources that make it nearly impossible for reporters to hide (though some are very skilled and don’t leave any breadcrumbs for PR folks to find).
• Email – The use of email seriously changed the game as we could now deliver news and pitches directly to the inbox of the targeted journalists. The only problem is that everyone else can send email directly, which can cause an extreme backlog in their inboxes. It’s still important to share an eye-catching subject line and newsworthy info lest it is reassigned directly to the trash bin.
• Templates – PowerPoint, Canva, Released and Meltwater are just a few of the tools PR pros can use to create visually appealing reports of results for clients. High circulation numbers are great but seeing how well a client is doing compared to a competitor with graphics speaks volumes.
• Online news – Magazine printing has declined substantially over the past years, and many newspapers have even cut down their printing days as the news moved to an electronic format. Where once you could only read the most up-to-date information in a magazine published monthly, you can now read it as soon as the article’s approved and posted online. Mobile devices deliver news to audiences immediately (as well as slake their thirst as they need to know the latest news RIGHT NOW).

Some Things in Public Relations Will Never Change

As PR continues to evolve, some truths remain (and will for years to come) that every PR pro should do to be successful:

• Know your client – You are representing them to the media and are, in many cases, their first introduction to key reporters. You need to know the elevator pitch and how to tie your client to what reporters are writing about now.
• Read the news – You must do this every day to stay on top of what’s happening now and what’s trending.
• Know who writes about your clients – In addition to reading the news, you also need to find out who’s writing the news your client fits into. Determine which publications and reporters are the best fit for your client’s story, and then…
• Reach out to reporters, but don’t just ask for something, offer them something first – Just as you wouldn’t go to a new friend’s house empty-handed, you shouldn’t approach a reporter asking for an article or interview without offering something of value in return. Is there a trend in the market that your client can speak to? Is the CEO available and willing to talk? Do you have access to unpublished data that they’re eager to share? Use these to break through the reporter’s inbox and make your client shine.

Interested in following the key PR trends? Download Corporate Ink’s report on the key PR and marketing trends in 2022.