How to Take Back Control of Your PR From Journalists

I was thinking about this recently: When did we hand the keys over to journalists when it comes to shining the spotlight on our businesses? We now have to jump through hoops, write the perfect pitch letter, and stroke their egos to even be considered worth writing about. And even then, there are no guarantees that we'll get in print (or digital print, as it were).

So why do we give journalists all our power?

I think we've become accustomed to this system where journalists are the despots in charge of granting attention to the companies they deem worthy, and so we write press releases and pitches desperate to fall in their good graces. But the world of marketing and PR has changed drastically, and we no longer need that archaic system. As entrepreneurs, we're perfectly capable of generating a buzz about our brands without their help.

Get Real About Press Releases

I moved away from offering press release services years ago because the market is simply overcrowded with them. Businesses think that by slapping a press release on PRWeb, a journalist (or 10) will magically read it and cover their news. It just doesn't happen like that anymore (and maybe never did). I hated having clients disappointed when their (overblown) expectations weren't met.

I do my best to tell people what they should expect with publishing a press release: a modest uptick in mentions of their brands and links back to their site. The possibility that a consumer might stumble upon that press release and decide to click to their website? Nothing more. No interviews with Anderson Cooper. No making the front page of the Wall Street Journal.

Realize There Are a Lot More Fish in the Marketing Sea

Anyone who puts all their efforts into public relations is missing out on other more effective marketing techniques. Content marketing, social media, email marketing—each of these are just a drop in the bucket of possibilities, and have proven success records that make you wonder why you ever wasted your time with PR pitches.

The thing about marketing and PR is that you don't have to be monogamous. You can mix and match your strategies (and should) to find the balance of what works for your brand. The more diverse your strategies, the better results you'll get rather than pouring all your energy and money into a single tool or channel.

If You Must Do PR, Do It Right

Stop looking at journalists as the gatekeepers to your company's success. Consider them like Twitter or email: just one more channel to get your message out. Once you pull back on your expectations, you might actually see better results.

Keep networking with them in person and online. Follow local journalists that cover your industry on social media and share their content. Comment intelligently on what they share. Get on their radar. Be of value to them as a social contact. Do it with zero agenda.

Once you've built rapport, if it feels appropriate, you can share your news with your new journalist buddy. But don't hold your breath and don't make this your only means of getting the word out. If he writes about you, fantastic. Promote the link with your network and chalk it up as one more success in your marketing efforts.

It's time to take back your power. Don't give it to a journalist who doesn't care one whit about your brand.