If St. Petersburg, Fla.-based Otter PR has made the Qwoted 100 list a few times, it’s because of go-getters like David Triana. And Triana must be proud of the honor: He has a Qwoted 100 banner posted on the skyline of his LinkedIn page.
That Triana is dedicated to his craft is putting it mildly. He’s also the co-host with Mark Kaley of the PRomote It! Podcast, and leverages his chops in journalism — his degree at Florida Gulf Coast University, along with poli sci) — for sports world clients. Here, Triana talks about the need for speed, how he follows trends closely, and his high regard for the bridges that unite PR and journalism.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
David Triana: I think the future of PR will hinge on the interconnectedness between the PR team and the client in regard to fast response times. My success as a publicist comes from being available 24/7 and making the process of sending/receiving comments and quotes from my client as easy as possible.
Qwoted: What do you do that other PRs could learn from?
Triana: I think my ability to capitalize on a trend very quickly, while maintaining good working relationships with the reporters that write those stories, it something that should be the focus of PR professionals. Instead of relying on pitches and hoping your story sticks, have a solid list of contacts that you can check in with periodically who are familiar with your clients, familiar with the way you work, and who know you can help them in a bind. That will always be beneficial.
Qwoted: What’s your toughest challenge with reporters?
Triana: There really are no challenges with reporters that I can see. The biggest challenge, overall, is finding the best and most interesting way to capitalize on trending news that shows the expertise of my client and how they can shed light on what they’re doing.
Qwoted: How do you break through the noise floor to get effective coverage?
Triana: Leveraging expertise is the best way to make this happen, along with having that solid contact list. It’s very, very hard to try and get eyes on a person, product, movement, etc. when so many others try to do the same thing the same way. The key is using “out-of-the-box” ideas to make those stories feel different from everything else that’s out there.
Qwoted: How does PR in 2023 square with the future of journalism?
Triana: I think the two really do go hand in hand. Both have to focus on telling stories that matter to the public, while also presenting solutions to the problems that the public faces. Journalism’s responsibility is to tell the world about individuals and companies that strive to make a positive impact. It’s the PR professionals job to present them as credible and leading voices for the future.
Qwoted: What advice would you give to those seeking an effective PR person?
Triana: Look for the person who is never satisfied: the person who will always find a way to get that next media hit. That is how you make an impact in this industry. Once you get complacent and feel like this work is done for the day, week, month or year, do not expect to be successful any further.
Qwoted: What is your golden rule of PR?
Triana: As a PR professional, you and your client are always working on the reporter’s time, not your own. Make yourself available even if you’re not. That will separate your PR team from many others and garner many more successes for your client.
Qwoted: Anything else to add?
Triana: If you’re new to the PR world, do not let the fast-paced nature of it scare you. Ask questions, be a sponge, and everything else will follow.
February 14, 2023