| As a reporter I always get a kick out of hearing about | | | | over time, I, as a reporter, will have your back. |
| the secrets of success used by pirates of the public | | | | But when I'm used as a tool, as is the case far too |
| relations world, all the special methods and techniques | | | | often, mostly by public relations professionals offering |
| implemented by these crafty folks to get their press | | | | their clients the world, I give them very little of my time, |
| releases published and the story about their clients into | | | | if any, simple as that. |
| the promised land of print or television media. | | | | That said, press releases, and public relations |
| What stills surprises me the most, speaking as a | | | | professionals who are honest and passionate about |
| professional who has worked on both sides of the | | | | you and your business and its story should certainly |
| fence -- yes, I have a lot of experience in the land of | | | | work with you to try and get you coverage. But, by no |
| public relations, too -- are the tactics these people use | | | | means can they guarantee you coverage. It's |
| and the promises they make to their clients, offering | | | | impossible. If someone tells you they can, walk away |
| them the moon and stars if they sign with them. | | | | and buy yourself a cup of coffee with the money you |
| Let's face it, press coverage is golden. There's nothing | | | | saved by not going with them. |
| more valuable than a member of the media taking you | | | | Also, press releases and press materials do not have |
| and your story and presenting it to thousands of | | | | to cost a lot of money to produce. In my opinion, |
| potential clients and customers. The very fact that a | | | | people should not be getting charged $25, $50, $75, |
| reporter takes the time to put your story in print | | | | $100, $150 an hour or any other grossly over-priced |
| means you are respected, are offering something no | | | | amount to create a press release and send it out for |
| one else can and that you are doing something so | | | | you. Sure, they have the contacts, but they're not |
| absolutely right that it can't be passed up -- or at least | | | | working six or eight hours on your release. It might take |
| that's what the reader of said piece will believe. | | | | an hour to create, perhaps two. |
| Reporters can be a special breed (yes, I'm referring to | | | | Instead, go with a public relations company that |
| myself here). We love it when someone comes to us | | | | charges a flat fee; a company that's going to do the |
| with a great story, with all the ducks in a row, all the | | | | same for a lot less, one that's not going to treat you or |
| facts ready to go. We want the simple answer to a | | | | the press like tools at their disposal. |
| complicated question and we want it now. We want | | | | Actually, because of everything I've already explained |
| interesting stories about people, communities, | | | | here, it's one of the reasons I created |
| businesses, everything and in our hectic lives, want | | | | We charge a flat fee to write a press release no |
| them now, before deadline and we want people who | | | | matter how long it takes to write, another flat fee to |
| are going to help us find those stories -- today. Plus, if | | | | distribute the release online and another flat fee to |
| someone wants my time for an interview, I want to | | | | distribute it manually to print, radio and television outlets. |
| know they're prepared to take my time. | | | | Each flat fee is only $50. At a $150 total for all three |
| And they have to give me respect. I'll give them that | | | | options, that price is unbeatable anywhere in the |
| time if they give me their respect. If not, they get a lot | | | | country. |
| less of my attention. It's pretty well understood in my | | | | Plus, I understand what reporters and members of the |
| world that people in public relations use us as their | | | | media want, what they're looking for and how to give it |
| tools, devices in which to help them make more | | | | to them in their language and I work to build |
| money and bring their clients a respect from the | | | | relationships with members of the media in your |
| general public. Honestly, though, sometimes people | | | | market so that over time, they will always be |
| have to come to me more than once before I find the | | | | receptive to your needs and maybe, they'll start calling |
| importance of their story and hit me over the head a | | | | you directly for a news story like I do now with some |
| couple times and establish a relationship with me, and | | | | of my sources. |