PR:ALWAYS PITCH MEDIA!
Here are two thoughts I wanted to share:
1: As 5W Public Relations continues to grow, I find that I spend more time strategizing for high-level clients, reviewing spread-sheets and overseeing business issues. Unfortunately, that means I spend less time pitching clients to the media. Honestly, I absolutely love pitching the media and it is the main reason why I originally got into this business. It’s something I continue to enjoy doing.
For that reason, days like today, which are generally slow, are days I enjoy having time to pitch the media. Reporters have a news hole which exists during the holiday weekend. One of the things I always point out to my staff is that on a normal Friday, you are competing against every other PR person for time on the phone, on air or in print. But, on a Thursday before a holiday and on Friday, July 4th… CNN, FOX and the like will still be running 24/7. Newspapers will still come out on July 5th. It’s foolish not to work the extra hours and pitch the media.
There is also tremendous value in building relationships with entry level reporters, generally the people who get the holiday or graveyard shifts. And as they get promoted, they too will remember you. It’s also a chance to slip through a story that wouldn’t otherwise get coverage when the newsroom is busy.
2: There’s an interesting corporate advertising/product placement story today in The New York Post on Hertz turning their rentals into a marketing tool. I often wonder why brands don’t do simpler, innovating marketing campaigns like this one. Companies spend millions upon millions of dollars to reach Hamptons consumers. Why don’t brands do simple giveaways at the (very few) Hamptons gas stations where nearly all Hamptons visitors will reach, or other popular, low cost locations. There are many creative methods which brands could utilize to reach consumers. I like the Hertz giveaway idea and predict that during this economic downturn, many brands will explore innovative and creative ways to reach consumers, as well as explore cross marketing opportunities.
Ronn Torossian
