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Tools: Successful PR  Savvy Marketing Pros Win Where It Counts.Top experts in Marketing PR are responding to a consumer question that others in PR may not even hear: “Which of these products is really best and why?” The top experts of marketing PR are distinguished by the PR power with which they answer the consumer’s questions. WHAT THEY SAY It’s dangerous to talk about a “one best way” but in marketing PR there often is one best way of deciding what to say. It’s to pick not just a clever-sounding line or claim but the words in the marketing platform—those exact words—for three reasons: a. The marketing team is committed to those words intellectually, economically and emotionally. b. The marketing team is probably right. Its members have the MBA training, and probably the research, to back up the idea that the marketing platform will work. c. It’s the marketing team’s money, and perhaps those who pay should have the say. HOW THEY SAY IT Instead of creating a story and “working in” the message, savvy PR executives increasingly start with the message and work up a story around it—often a set of stories. It’s not the same thing. There are logos and formats that are hugely popular with the media and always get massive pickup. So finding ”a good story” isn't hard. What’s hard is having the self-discipline to start with the message, and then pick one or a few of the consistently successful story types to serve as a vehicle for delivering the information. WHERE THEY SAY IT Top PR executives say it not only in the largest newspapers but also say it and say it and say it by sending the release to all 10,000 newspapers plus thousands of TV and radio stations. The media are swamped with work and swamped with releases. If you make it easy for editors and broadcasters by supplying excellent material, the media will reward you. |
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