Public Relations is for Newsworthy Content. Do Not Use Buzzwords to Deliver Your Message.
During a consultation meeting with a client, the topic of press release writing and distribution came up. In the past 6 months since working together on marketing strategies, this was one area that my client was not interested in. The conversation went something like this:
“Amber, I am rethinking your idea of a media campaign for 2013. I have many ideas on press release topics that I would like to share with you to get your feedback.”
I read through the topics and looked him straight in the eye and asked if he was asking my professional opinion, or if he was set on these topics and wanted me to move forward with them regardless of my opinion. He responded by saying, “My assistant and I worked tirelessly on these topics. We searched the internet for buzzwords to incorporate into each release, and we are excited to move forward with them.”
Buzzwords Repel Media
I waited a second or two and then explained to him that the buzzwords he found were overused and often produced the opposite results that he was hoping for. I also walked him through the process of developing relationships with the media, the requirement of press releases being newsworthy and not advertisement supplements, and the importance of SEO methods for each release.
A recent post by PR Web provided a few of the buzzwords to avoid when communicating with the media, and I added a few of my own that I have learned the past 15 years in the public relations and marketing industry. Some of the words include:
- Cutting Edge
Create Newsworthy Releases
I continued our conversation by explaining that titles must be short, include the keywords we had agreed upon months prior, and fit into a 60 character frame if possible for SEO. He insisted that his new logo could be considered newsworthy because it was the “Next Generation of [company].” I agreed that a new logo and image was important to get out to the community, but that an advertisement and social media campaign may be a better outlet.
I could tell he was getting frustrated, so I changed the conversation to the items that were newsworthy to focus on. We agreed on topics that could be considered news like his open house (community event), new product roll-out (timely and relevant), and results of a poll we just completed after an intense six month fact-finding campaign. The results contradicted a recent competitors claim that was published and did not provide backup data to support that claim (the media enjoy stories that provide different opinions and spark discussions.)
My client’s excitement returned, he understood more about public relations strategies, and we were back on track. He had strong ideas, but without the complete understanding of the industry, those ideas could backfire. The internet is a wonderful research tool, but without personal knowledge you could also be pushed into a wrong direction.
Understand Public Relations Methods
Use the Internet wisely, hire professionals to perform tasks you do not have experience with, avoid overused words, and promote your business services, products, and accomplishments with press releases. Mimic your marketing efforts with social networking, and be strategic when writing content for SEO purposes.
–Amber Marketing and public relations strategist assisting businesses by filling the marketing and public relations gap. Want to learn more about how we can help you grow your business? Learn More about AGM