An Apple a Day...
Many people in our field took notice when Cameron Craig wrote this insightful article about his time doing PR for Apple. What really stands out for me is this piece of advice:
Prioritize media influencers. We didn’t work with long media lists. Instead, we focused on a relatively small number of reporters who we believed set the tone for others to follow. We’d offer these reporters such things as exclusive interviews, following a launch or first shot at reviewing new products. By keeping the number small, our hands-on approach was more manageable. After the initial coverage from influencers, we’d expand our reach to regional reporters and trade publications.
Focus on cultivating close relationships with the top five-to-ten media influencers who cover your field. Again, don’t over-pitch them. Give them feedback on what you are hearing about their articles from colleagues and partners in the industry. Comment and start discussions on their stories on their Twitter and LinkedIn feeds. When you have an announcement coming up, consider offering them an exclusive angle.
That old chestnut that "all publicity is good publicity" is false, and not just because negative stories can harm your brand's reputation. It's also because not all publicity serves a strategic purpose for our organizations or our clients. Craig acknowledges that not everyone has the luxury that Apple does to turn down interview requests. But that can also be a strategic calculation: Do we need to take advantage of every opportunity to boost our visibility, or can we afford to pick and choose among those media outlets that help us reach our most important and influential audiences?
We refer to news media placements as "earned" because we don't pay for them -- with money. But our time has value, and so does our credibility with reporters, which we spend every time we pitch a story. Just as we owe it to our employers and clients to make the most strategic decisions when it comes to spending ad dollars, for example, so too must we budget our time and reputation accordingly when it comes to dealing with the news media.
