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PR at its Best: Simple and Old-Fashioned
Today was unusual.
We got a hand-written card in the mail.
It stood out in the pile like a sore thumb. Hand-written, imagine that. Different … That took time.
We went back into the house where we usually toss the mail on the kitchen table for opening later, but not today. We stayed together and opened that piece. We looked at the return address. How ‘old-fashioned’. We left all the other mail for later.
It was short, sweet, and thoughtful. We commented on it and discussed that person and (I assume both) thought to ourselves, ” Gee, they found this lovely card, sat down, thought of something original to write, addressed it by hand, put a stamp on it, and took it to the post office. Imagine that! They spent time doing that for me.”
Good PR is Like That Because Editors are Real People
Short, sweet and personal. No one likes to feel they’ve been ‘mass’ mailed. Avoid what is known as ‘spray and pray’. Each piece of news you send out should have a brief cover note written to that editor or producer, helping them understand how your news applies to their reader or viewer. This approach to spreading news is always well received.
Perhaps your news doesn’t get used this time. That’s OK. You made an impression and will be a welcome guest in their mail box in future. It’s clear you know what they write about, and that they are not just another email address on your (ugh) ‘media list’. Remember, editors and writers save stuff for when they can use it. So pick your target publications or TV/Radio programs, and go after them repeatedly over time with good information, well written, useful, helpful and of course … with your own personal touch.
Speaking of Thank You
Remember that thank you card? Do you have any idea how many people don’t say thank you to the writer, editor, or producer who made a story happen?
When something editorial happens for you, or your salon, spa or product, for heaven’s sake … don’t forget to say thank you. Believe it or not, you will be in the minority. Acknowledgement done in a ‘special’ way, like that hand-written thank you note, separates you from the pack. Time well spent.
Beyond a thank you note, what other editorial ‘thank you’ ideas have you used for someone who has gone the extra mile and done a story for you?
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