I went back to school

Now we’re talking 25 years after I last set foot in a classroom (O.M actual G I am OLD!).

The last time was when I was gaining my various marketing qualifications from the Chartered Institute of Marketing, whereas last week it was me imparting my experience to PR students in partnership with the PRCA – the PR equivalent of the marketing bods above.

Anyway, the most common question I got asked as I moved around the room was about – HOW to get reporters to pay attention to your pitch.

Now, aside from the fact that PR is a heck of a lot more than pitching (media relations) the key bit I wanted to get across was that PR is actually Public RELATIONS not Public Shove My Marketing Down Your Throat.

So I began to get the students to see it from the OTHER side.

The side where I actually began my PR career, on the other side of the pitch.

You see, if you can think like a journalist as well as think like a marketer, you will find the “Dark Arts” of PR far easier to grasp, and you will start to play the game with a whole new rule book.

Imagine you have a dream list of 20 clients that you want to work with. Do you treat them all the same with your marketing outreach?

I hope not. If you do, talk to me, I can help!

Now think of your top 20 DREAM media targets. 

Start to think of how to build a relationship with them. Learn about their beat, their likes, and their dislikes.

What pressures are they under that you can help relieve? How do they prefer you to contact them?

Then go rogue…how can you surprise them by doing something nobody else will do or can be bothered to do?

I even floated the idea to the students of….using…the…phone!

Let’s just say the response to that PR ninja move was a combination of abject horror and incredulity!

For more top tips, you can pick my virtual brain anytime by asking “Dr Spin” my digital clone, who has been fed until fit to burst on my content from the last 25+ years in the industry.

Go on, ask him anything, maybe even suggest using the phone.