Improving Media Relations Outcomes By Not Giving Up
A few characteristics come to mind when I have to describe myself as a person; these include: passion, intelligence and respect. All of these traits have benefited me as a PR professional, but while knocking it dead for three clients at IRCE 2015 last month, it was my persistence that ruled the day and paid off big time.
For all of my DiSC Assessment cohorts, you will understand when I say that I am all dominance (D), all the time. That may also be interpreted as bossy, direct, or even overbearing, but my favorite term and best compliment I received at IRCE was when an editor referred to me as a “polite pitbull”. Although this collection of adjectives doesn’t showcase all sides of my personality in everyday life—it is the persistence that continues to pay off time and again. In fact, my calendar at Custom Broadcast PR Solutions and Satelite Media Tours included 15 media briefings across 2 days for my clients, as well as multiple sales opportunities and my own personal opportunity to reach global executives at a whole new level.
When it comes down to media relations I have heard it time and again: “Thank you for the multiple calls, emails, tweets and texts.” What I sometimes equate to annoying or even over the top has landed both my clients and myself opportunities that would have never materialized without persistent follow through. My client David Trice of ENGAGE.cx graded IRCE as an “A” and appreciated the perseverance that opened the door to new partners, new client opportunities and several off the books briefings, including video interviews with Multichnnel Merchant and Total Retail.The attitude of the delivery of persistence in PR is incredibly important. Please and thank you are one thing — but it is imperative to maintain a true appreciation for the people that you ask to hear you out, listen to a pitch, or just spend five minutes finding out about that new technology that you are evangelizing. You must be truly gracious for these opportunities afforded.
In my position, I find there are few things better than introducing myself to one of my daily reads, building a relationship, and hearing them say that I break through the noise better than other PR professionals that they hear from regularly.
It really comes down to this: If you have done your homework, and you are confident that your story is right for an editor or writer, don’t give up. Politely follow up until you get a response. Don’t let the publication or your client miss out on an opportunity just because your email got buried.