Professionally, today was a good day. Here's a recap, including some related thoughts on the flexibility, expertise and contacts a savvy public relations professional (in my opinion) needs to be successful.
This morning I attended a meeting I'd set up for a client with the editor of the local newspaper, The Auburn News. I returned home to check my email and was interrupted by the urgent trilling of my cell phone: It was another client, alerting me to an immediate opportunity to place him on national news. Later that afternoon, another client dropped by my office to discuss the work he required to support the launch of his new promotional brochure.
First, to the meeting with the editor of The Auburn News. My client picked me up and we drove about a half hour to our meeting. Getting a client in a confined space is truly valuable face time. In the enclosed space, sans prying eyes and ears, the client generally opens up to a degree you just don't get in a typical office or meeting venue. You also can talk about personal stuff, which in terms of strengthening a relationship is just as important as the business stuff.
Despite the fact that email is so prevalent and convenient, I believe there is no substitute for face to face meetings. This is especially vital when trying to build and strengthen relationships with local editors and reporters. My client runs a monthly column in The Auburn News; the owner of that paper also operates five other local papers in geographic areas my client is trying to penetrate.
During our fifteen minute discussion, we covered all of our objectives: Thank the editor for continuing to run the monthly column; position my client as an "expert source" for matters beyond (but related to) her area of expertise; and get contact information for the editors of the local papers in our target areas. We also had a collegial discussion about the role of community papers and saw photos of his recent wedding. In the PR world, productivity comes from personal, meaningful and mutually beneficial relationships.
Shortly after my client returned me to my office, my cell rang. Another client--this one owns and operates a business that trains corrections emergency response teams--breathlessly told me to turn on Fox News.
Fox was broadcasting live from the Waupun Correctional Facility in Wisconsin, where an inmate had taken a staff member hostage. Normally these types of incidents don't make the national news--corrections administrators prefer to keep things quiet and resolve these incidents quickly--so I realized we had a potential grand slam... if we acted decisively.
My client gave me the details (some of which came directly from his contacts in the facility), a number where I (or news media) could reach him, and I started calling. I called a buddy of mine who works for Fox in the midwest; he referred me to his contact in the news room. I called the news room, gave them a 30-second pitch on who my client was and why he was qualified to speak on the hostage crisis in Wisconsin, and gave the assignment editor my client's URL and direct contact number.
At the same time, I was drafting talking points for my client--he's not yet very media savvy and I needed to craft concise, direct and factual messages for him to use when speaking with reporters.
I also called a few news radio stations in Wisconsin, knowing that they were covering the incident (because I'd checked out their websites before I called). New PR pros, note: ALWAYS do your due diligence, even if it's five or ten minutes. You need to make sure in the very least that you know some rudimentary facts about your target media outlet. Don't sacrifice facts at the altar of alacrity.
Within a half hour I my client was on standby for Fox News national and had completed two interviews with Wisconsin radio stations. As it turns out, his spot on Fox got bumped for coverage of the earthquake in Chile and OJ's hearing (will OJ just please go away?!), but my client is now in their database and on Fox's radar screen. My client called and couldn't stop thanking me for my quick and decisive action.
Still flying from that PR success, I met later in the day with another client--this one in the hospitality industry--to review and finalize content I'd developed for his promotional/informational brochure. It's a stunning piece and the content was not as compelling as he--or I--need it to be.
Setting my ego aside, I worked with him over an hour to tighten the copy, suggest some changes to the design that would complement the new content, and then had a conference call with our designer to make sure he understood the changes. The promotional piece is stunning--one of the most attractive pieces I've worked on thus far in my career--and I can't wait to get copies for my ever-growing portfolio.
All that done, I went to the post office to mail some stuff and to the library to return and withdraw some books. I then returned home to make dinner for the wife, who isn't feeling well today. Now it's almost tomorrow and I look back on this highly productive day, pleased that I was able to serve my clients so productively and effectively.
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