Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
PR Campaigns ? How To Get To Grips With The Media > NetSparsh - Viral Content you Love & Share

PR Campaigns ? How To Get To Grips With The Media

If you're serious about getting great results from your PR you may find that you have to severely challenge your current reading habits. A recent client completed her PR assessment form with a comment about how she had always read a certain paper because her parents had and she'd just fallen into the habit too. She now realised that she had to read a lot more widely to understand the amount of opportunities that are out there, and which ones would work for her.

I wonder how many of us are also guilty of falling into media comfort zones. And what can we do about it?

But before, I spill the beans; I thought I'd remind you about the importance of knowing The Sun from The Daily Mail, or Arena from Loaded. There are 4 main reasons why being media savvy will help your PR.

1. You will be aware of what publications are out there and therefore aware of all the opportunities open to you.

2. Different publications, even in the same niche, require a different approach. Both Woman and Good Housekeeping appeal to women in roughly the same age group but the language they use, and the subjects covered, in each of them, is so different that they may even need a different press release to reflect both the differing reader concerns and language.

3. As you read more widely you'll come to spot more and more opportunities that you weren't aware of, perhaps even before your competitors.

4. You may spot publications that you could write for and, hey, even earn a second income!

So, how do you get to grips with all the possibilities that are out there?

1. Let's start by making a list of all that you usually read (and you can do this as a team if there is more than one of you). Include things that you read for fun as well as business, things that you regularly read whilst sitting outside your client's/MD's office, and websites that you usually visit.

2. Now go through that list and cross out anything that you wouldn't want your business to be seen in, or wouldn't do your business any good to be seen in anyway.

3. Now, look at your remaining titles and suss out any gaps. If you've only covered one trade magazine, what about the other five that barrage you with requests for subscriptions? If you religiously read The Guardian can you accept that you really should start to become more aware of the opposition? So, here's list two ? make a note of all the publications you need to get to know.

4. Now comes the difficult part, fitting them into your daily routine. Understand that you are going to have to move away from your comfort zone. I love to curl up with the Sunday magazines and wallow in materialist lusts (Gotta have those shoes/Nigella's new book/a kitchen like Jamie Oliver (yeah, as if!) but I make myself read the newspaper first. One way that you can do this might be reading through a publication each week on the train before you allow yourself to relax and settle into your novel.

5. If you work in a team you can assign particular publications to particular people and each of you can be responsible for reading your own publication and then giving a brief run down of what you think is important along with possible press opportunities in a weekly press meeting.

6. Does your trade magazine have a website? If time is really strained then this is a fall back. Send yourself regular reminders via Outlook or whatever to go and take a look and catch up on the latest news.

7. Make catching up on your reading a little bit of "me time" - disappear for fifteen minutes with a publication and a cappuccino and make it into a daily ritual that gives you a bit of time to breathe. If anyone queries it, you are working after all!

8. Once you really get into it, you'd be surprised at what possibilities are out there. You'll spot your major competitor being interviewed in a golfing magazine and sneakily dropping his business name in there. You'll see interviews on mothers who run businesses in a women's magazine and notice someone from your local networking group on the page.

Think outside the box. I was once interviewed for a mobile phone magazine (years ago, when they were pretty clunky!) about how vital it was to carry my mobile with me in case a journalist wanted to contact me urgently. And it was a double page spread with a picture of me and my (clunky) mobile phone and Tower Bridge in the background. It did my business wonders (even though I had changed phone companies by the time it came out!)

9. You can't afford to be smug once you feel everything is under control. New titles open all the time. Make regular trips to the newsagents (big station branches are great for this) and check for new titles. Read what's sitting around in the waiting room of your dentist or your clients and don't be afraid to ask if you can photocopy something if it looks vitally important!

10. Finally, and this is something I urge you to continue doing, always ask your clients what they read - for pleasure as well as work. And, if Dog Lovers International keeps cropping up, you know what you've got to do!!

Copyright © Paula Gardner and Do Your Own PR 2004. All rights reserved.

Paula Gardner is a PR and Media Coach. You can sign up for more PR advice and information at, or check out her website at

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at

Excerpts from emails between California agency, PR firm
Miami Herald
Emails the California State Transportation Agency provided to The Associated Press through a public records act request include exchanges with Bicker, Castillo & Fairbanks about projects, meetings, compilations of articles about SB1, legislation ...

and more »

Chicago Tribune

Killing baboons is bad PR? Who knew?
Chicago Tribune
Most Americans don't hunt, but they're OK with other people doing it. It helps that it's a familiar part of American history, that it's a common source of food and that most of the harvesting occurs out of the view of those who might blanch at it. Most ...
Fish and Game commissioner hunts 'family of baboons' in Africa, faces calls to resignIdaho Statesman
Idaho F&G commissioner gets backlash, calls to resign after hunting trip in Africa | KBOIKBOI
Idaho Fish and Game commissioner faces backlash over Africa hunting photosIdaho State Journal

all 386 news articles »

Rep. Jim Jordan's campaign paid PR firm to address wrestling allegations
WASHINGTON, D.C. - Champaign County GOP Rep. Jim Jordan paid a public relations firm in Virginia $38,000 to help shoot down allegations that he knew an Ohio State University doctor had sexually abused wrestlers in his charge while he was an assistant ...

and more »


M&C Saatchi PR rebrands... as M&C Saatchi Public Relations
That's what public relations has always been best at. "But the abbreviation of the discipline to PR has caused it to lose its original meaning. We want to return to that and we want to expand it, not reduce or remove it as others have." Global CEO ...

Report: 64% of PR Pros Have Fast Access to News, but Crisis Response Hurdles Persist
PR News - For Smart Communicators (blog)
The so-called assessment moment is at the crux of what PR News and DataMinr, a real-time information discovery company, sought to learn about from the PR professionals we surveyed earlier this year. In short, we found slightly more than 60 percent felt ...

Jaguars PR/KR Mickens on injured reserve, re-sign WR Greene
JACKSONVILLE, Fla. (AP) — The Jacksonville Jaguars have placed kick returner Jaydon Mickens on injured reserve and re-signed receiver Rashad Greene. The team announced the roster moves Monday, one day after a 40-7 loss at Dallas. Mickens broke ...

and more »

Channel NewsAsia

China rolls out PR push on Xinjiang internment camps
Channel NewsAsia
BEIJING: China issued Tuesday (Oct 16) an ardent defence of its alleged mass internment of minorities in far west Xinjiang region amid a global outcry, with a regional official insisting that authorities are preventing terrorism through "vocational ...
China rolls out PR push on Muslim internmentsYahoo News

all 74 news articles »

FW Business

Career Path: Daniels finds a force in community PR
FW Business
Business: Force Community, a boutique public relations agency specializing in intimate events and social media management. Age: 23. Education: Bachelor of arts degree in progress from Purdue University Fort Wayne, public relations major. Class of 2019.


Haystac wins two new PR accounts, Dexus and RateSetter
The PR agency has also picked up the PR account for RateSetter, a peer-to-peer personal finance lender. Haystac will be responsible for the fintech company's B2B and business to consumer media relations, content campaigns and corporate thought ...

and more »

Houston Business Journal

What Houston businesses should consider in PR for the fourth quarter
Houston Business Journal
Public relations is all about planning and proactively communicating to your stakeholders. Whether it's a product launch, a grand opening, a rebrand, a corporate restructuring or a community initiative, it's important to communicate this news to your ...

Google News

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

Public Relations & Your Small Business

The practice of public relations is often misunderstood, thus overlooked... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

A Great Way to Do PR

As a business, non-profit or association manager trying to get... Read More

Public Relations Productivity

Should it be measured in "publicity by the pound," or... Read More

R.O.I. -- O.K., Heres The Deal!

You can SO measure return-on-investment for a public relations program!Try... Read More

Public Relations: The Fundamental Premise

It seems difficult to believe at the dawn of the... Read More

Are You PR-Challenged?

You won't be if you accept a very simple premise.... Read More

Writing a Press Release: The Design Basics

Big corporations like General Motors and Coca-Cola spend thousands of... Read More

Leveraging Your Reputation - Making PR Work for You

We rely on all kinds of tools and advice to... Read More

Is PR All About Image? NO!!

That's like asking if advertising is all about type faces... Read More

Detailing The Famous Kentucky Derby Train

The annual detailing of the Kentucky Derby Train is an... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Public Relations: Converting the Non-Believers

What's the real reason some managers shy away from public... Read More

Do You Have an Exclusive Market Segment?

You do if you're a business, non-profit or association manager... Read More

What Some Pros Know About PR

They know they had better do something positive about those... Read More

How To Get Press To Come To You

Have you ever noticed how the same people's names always... Read More

Got Publicity? How to Become a Household Name

Are you working as hard as you can in your... Read More

A Powerful PR Strategy

It really is powerful when a business, non-profit or association... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

Add Some Firepower to your PR

Sure, as tactics usually presented to business, non-profit and association... Read More

Managers Who Leave PR to Others

You're a business, non-profit or association manager who needs to... Read More

Your Online Newsroom: How to Give Reporters a Tip

It's hard to imagine a reporter working today who doesn't... Read More

How to Master Communication Even if you failed High School Grammar

Does the thought of knowing your verbs from your adjective... Read More