This posting features an extremely insightful how-to interview with the highly respected and veteran PR guru George Simpson – http://www.georgesimpson.com
Q: In your experience, briefly do you have 3 tips you would give to every company in regard to PR?
A: Make sure what you send to reporters is news, not promotion, and is appropriate to their beat/interests.
Become a trusted source by being knowledgeable about your industry, not just your own business. The less you talk about yourself and your own business the better your credibility.
Don´t treat press interviews as inquisitions. They are conversations. Ask you own questions to make sure you understand where the reporter is going with the story and that he/she understands what you have said.
Q: What do you think is the most misunderstood thing about garnering PR?
A: That reporters have the time to think and reason and be thorough. They will make mistakes, but most of them will be your fault for talking too fast or using jargon instead of English.
Q: What is the biggest challenge to getting traction in coverage and how do even SMBs and Mid-size companies overcome it?
A: Thinking that reporters care about every small event in your company. They want to know about important news. This puts the burden on the company to understand what the reporter thinks is news by keeping a constant eye on his/her coverage.
Q: What are some simple ways any company can start a PR effort? i.e. news releases, etc?
A: Wait for a significant event, then drop a reporter an e mail and offer to explain what the event means. Or seize on a larger national or international issue and explain what roll your local company is playing in that larger event.
Q: What are three questions every company needs to ask a potential PR consultant or agency?
A: Give me a list of five reporters who know you I can call and ask them about your professionalism.
When you lose clients, why do you lose them?
Show me press clips for clients in your portfolio.