“A lot of people think PR equals ‘press release’ – we put a press release out, we’re gonna put it over the wire and then let the money flow in.”

That’s Jason Michael, Elasticity’s Senior VP of Public Relations talking on the newest episode of the Stretching Boundaries Podcast about the false expectations clients can have when it comes to the PR space. 

“I love Mad Men, but I think it ruined a lot of people’s perception of what this job is.”

He’s right. Mad Men is a show set in a 1960s ad agency. Back then, they were advertising Kodak slide projectors and Western Union telegrams. So it’ll come as no surprise that the advertising industry itself, just like the brands it pushed, has evolved in the last 70 years. You can’t just put out a press release and expect it to be picked up anymore. There’s way more to it these days. 

“A company will see a competitor on the front page of the New York Times, or quoted in CNN, or they’re on Squawk Box, and they wonder how they got on there,” says Michael. “That conversation may have started 18 months ago. They talked to that producer, they gave them a bit of insight, they laid the seeds. And when that story came up, they had a chance to jump on it.”

Relationships have always mattered in the PR space, but as time moves forward and the pace of news speeds up, finding ways to provide unique value is proving to be the real difference maker in getting your client’s name out there. And that means not just being reactive to the current environment, but being proactive as well. 

“People think that all you have to do is know those reporters and know those producers and you’ll be able to jump in – they’ve already made their phone calls, they’ve already reached out and they’ve already got their guests booked. That’s why it’s so important to play that long game.”

So how do you play that game well?

Determine Your Expertise

Media outlets are looking for informed, well-spoken sources. That means you need to know your stuff inside and out. Figure out what you are a subject matter expert on, and stay educated about all the latest developments in that space so you’re ready to comment at a moment’s notice. 

Plant The Seeds

As Michael says, this is a long game. You need to get in front of reporters and producers early and often. Your PR team should be pitching ideas that comment on the day’s news and how your unique perspective can add value and clarity to that news. Remember, media is now a 24/7 business too, so if you can do part of the work of crafting a story for them, they’re much more inclined to listen. Don’t expect a bite your first (or even 10th) try. But patience and persistence will pay off. 

Stay Involved

Getting one headline is great. Getting a sustained flow of headlines and news hits is better. Continue to be a good partner, developing those relationships, being a smart source and directing media inquiries to the right places, even if that right place isn’t you or your company. That give and take is critical, and makes you a trusted confidant, not just another person on a call sheet. 

Good PR is always on, thinking, learning and reacting to whatever comes next. It’s a big job, often more than one individual is capable of. That’s why it’s so imperative to have a good PR team working on your behalf. If you’re not satisfied with the type or amount of coverage you’ve been getting lately, great news – we just happen to know a guy who’s pretty good at just this sort of thing. 

Learn more about public relations and what they can do for your business and image by listening to the full episode of the new Stretching Boundaries podcast.