The four Ps of successful PR people
Simple as this list may seem, I’m constantly surprised by the number of PRs who fall short in one or more areas. There’s no reason to. The four Ps are:- Be POLITE. This may represent my most important tip of all, as all the others flow from it. I love publicists who begin the conversation with, “Did I catch you at a good time?” or acknowledge that I’m one busy camper. There are countless ways to show your manners with a journalist.
- Be PROFESSIONAL. The same attributes that make a journalist professional apply to the PR person’s best traits. Always deliver what you promise. Be on time, every time. Do your homework and learn whatever you can about the writer or editor you’re about to pitch. Here’s a big hint: Writers are used to getting little or no reinforcement from colleagues. They love it when you express a familiarity with and genuine affection for their writing.
- Be PERSONAL. Here empathy marks the crucial starting point. Before you call, email, Zoom or pitch, think on what the reporter or editor may otherwise be up against that day. Joe and Jane Reporter are not androids. They do not want to be treated like marks on a scorecard.
- Be PERSISTENT. This could easily include a fifth “P”: Be persistent without being a pest. You don’t want to badger a reporter to the point where they dread hearing your voice. Yet a good reporter understands the value of persistence; it’s what gets stories and your pitches online. Be as clear with the reporter about what you need and expect as they’ll be with you.