Extending the value of your firm’s PR efforts

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The following guidelines give insight into some of the coaching we give to our agency public relations teams. From basic principles for developing stories, to seeking additional opportunities to pitch stories to media, these steps serve as a process for you to craft media coverage that matches your strategy and carries your message.

Step 1: What audience are you trying to reach?

To effectively pitch media, you must first understand who you are attempting to reach with your message. Once you know the audiences, then you can clearly identify media outlets that target them.

Step 2: Why is it important the audience gets this information?

The answer to this question typically serves as the lead paragraph in your media pitch. In answering this question, however, you might include answers to several additional questions:

Where might it fit within the particular media outlet?

Is there an editorial calendar opportunity you could cite as a fit?

Are there other upcoming events or activities that would make this timely and relevant?

What form would you suggest the editorial opportunity take?

Step 3: What brand messages support your pitch?

Though a pitch may be a tool for making inroads with a particular media outlet, it also presents an opportunity to begin illustrating how you want to be positioned. Rather than telling an editor that your firm seeks to become known for uncompromising quality, for example, develop a story pitch demonstrating that quality. Actions always speak louder than words.

Step 4: How does this pitch support the strategies of your communications plan?

This is an important distinction that will elevate your PR efforts to the strategic level.

Media coverage that supports strategies tied to your business objectives certainly is more valuable than those that don’t. If you don’t have a communications plan, review what you want to accomplish and how media coverage can help get you there. If you cannot tie media coverage to business objectives, reassess your PR efforts.

Step 5: What media outlets will you pitch, why, in what order, and when?

This is a matter of prioritizing. First, determine what media outlets will give you the most bang for the time you invest. Then do your homework to become the legal expert who brings knowledge and opportunity to targeted media. Attorneys do not have unlimited time; neither do reporters. Therefore, timing, order and certainty of purpose become crucial to efficiently generating the media coverage you desire. If you want them to take your call, ensure you bring them something they value.

Step 6: Who is the appropriate contact at the media outlet?

To truly understand how a media outlet is structured and who covers what, you must delve into it. Read, watch and learn the likes and dislikes of targeted reporters. Invite editors and reporters to lunch. Many are required to get out in the community and develop a network of sources. Send an e-mail complimenting them on a piece you found interesting. Attend events where an editor will appear to get some face time. Introduce yourself.

Step 7: How can you maximize the effort by modifying your pitch for other non-competing media outlets?

If you are going to research and craft a media pitch, it makes sense to determine what other opportunities exist for you to gain additional coverage based on that pitch. Media outlets in direct competition never want to see the same story run among their competitors. In fact, it will alienate them. But a feature pitch for a medical industry publication might play well as a Q&A pitch to association newsletters with a similar focus.

By slightly changing the format or the focus, you can increase the value of your effort.

Step 8: How can you maximize the effort by modifying your pitch for different venues?

With some adjustments, you can easily turn your media pitch into an abstract that satisfies calls for speakers and papers at a trade show. Once your abstract is accepted, you can go to work on creating media attention at the show. Send media invitations to your presentation. Arrange at-show briefings to establish yourself as a knowledgeable media resource. For those media and customers who cannot attend the trade show, let them know the video of your presentation will be posted to your Web site.

Step 9: What if your initial pitch fails?

One sure-fire way to alienate the recipients of your pitch is to repeatedly attempt to convince them the same pitch is a good fit. Reach out to them with additional material, such as new statistics, trends, issues, case studies and other information that will create an undeniable interest. Help them do their job by providing photography, illustrations and video — everything they need to create a package that works for them.

Step 10: Media coverage is the beginning, not the end, of your PR efforts.

Once stories appear in the media, you must turn your attention to extending their value.

Now is the time to take the credibility gained by media coverage directly to your audiences. Include media coverage in sales kits, direct-mail campaigns and on your Web site. Use media coverage to establish credibility and expertise with other media and venues. The value of public relations begins, not ends, once media cover you.

Karl Robe, APR, counsels attorneys and executives on communications strategies that support achievement of growth objectives and overcome business challenges. Contact him at Karl James & Company LLC by emailing [email protected].