3 Things You Should Look for in a Publicist/PR Person

So you think you're ready to hire a public relations professional.

Of course, you have already read our previous blog post on the difference between public relations, media relations and publicity so you know what you need. And you also need to know what your goals are...do you want to just get in the news? Why?

Let's assume that you want a publicist, that is, someone whose sole job is to generate news coverage and buzz for you in the form of pitching to reporters.

Here are a few things you should be considering:

1. Is the person a good writer? - Writing press releases and putting together press kits is still a huge part of a publicist's job, although some debate if press releases are still relevant. But even if they don't write a full press release -- for whatever reason -- they still need to be able to put together a decent pitch, therefore effective writing and communication is key.
2. Do they ask questions? - If they take your story at face value, never probing about other angles or about the background of your story, they could potentially miss valuable information -- that could enhance or damage your story.
3. Do they have media contacts  experience? Let me tell you why I eliminated the word "contacts." Yes, it is awesome to have the cell number of the hottest producer on the hottest news show. But this is what I tell people when they ask me about my contacts: Yes, I have some and can always get more. But I'm MOST concerned about whether your story has the meat to stand up on its own, meaning that I can pitch it to a stranger and get coverage not because someone owes me a favor, but because it's a good story. Don't get me wrong; Having contacts is awesome. But if that's all you rely on and that one contact leaves the outlet and your person doesn't have the experience or confidence to pitch your story because it's amazing, you're in trouble.

I love getting input from others on topics like this, so I suggest you also take a look at this list of 7 Tips: What to Look For in a Publicist, which gives some great information.

The moral of the story? Research always goes a long way.

Read more: Before You Pitch: 5 Questions Reporters Will Ask
                    After You Pitch: 3 Things You Should Do

You Shouldn't Try to Get Your Story in the News If...

Sometimes, it just has to be said: everybody doesn't have a newsworthy story.

What's good news for you doesn't meant that it will draw the attention of the masses that reporters are tasked with educating, informing or entertaining every day.

Here are three simple reasons why you should NOT be pitching your story because chances are, you don't have a story that's ready for media attention.

• You just want to sell something. If the only thing you can come up with about your organization or company is what's on sale, you are not ready to start pitching. If you can only offer a reporter coupons for background information, don't bother pitching, just buy an ad.
• You can't explain exactly what you do. If you aren't able to give a clear, concise sentence about why the masses would care about your story, you need to head back to the drawing board until you can figure that out. If you can't explain it to a reporter, a reporter can't explain it to their audience...and nobody gets it.
• Your story has nothing unique about it. I run into organizations all the time that want coverage for a fundraiser. Well, thousands of organizations have fundraisers. What makes yours different and what do you have to offer people if they donate or attend?

The moral of the story? To appeal to a reporter, your story has to have elements that appeals to a mass audience.

Bridgette Outten is a journalist and publicity strategist with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Media is More Than Just the News

Alright, I know I talk about news. A lot.

But, there is definitely more to the media -- and getting your story told -- than the 5 p.m. news. Or your local newspaper.

There are documentary shows and reality shows, and even talk shows that still constitute the mainstream media, as well as magazine and specialty publications and radio shows. Not to mention the world of blogs and e-publications online.

Have you ever thought about pitching your story to one of those outlets. Consider these points when determining whether your story would be a good fit:

• Is it something that you read/watch/listen to regularly where you say to yourself, "I can comment on that" or "I have a story like that?"
• Do you know how to get in touch with someone to pitch your story to from that outlet?
• Is your story ready to publicized?

The moral of the story? There's more to media than just news -- and don't be discouraged if you haven't had any feedback from contacting news outlets. Check out other options.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

Look for the Skeletons

There may be a few things worse than having a reporter finding some weird or potentially damning thing about your story that you didn't already know.

Like...war. Or poverty. Or littering.

There are definitely a few things worse than a reporter finding out that the program you are pulling (and pitching) for so wholeheartedly was in the middle of some great scandal three years ago. But if that happens, your only focus is going to be how to recover from that devastating punch.

Here a few tips to avoid that sensation:

•  Be sure that you have done your research regarding your claims.
• Make sure the people you have aligned yourself with have clean, credible backgrounds. Or if they were involved with something, make sure you know about it so that you can explain it and you're not blind-sided by the revelation.
• Understand that if there is dirt to be found, a reporter will find it. And ask you about it, so it's best to have some sort of prepared statement.

The moral of the story? Research is important. Make sure that you are asking the right questions so you know the answer when a reporter asks you.

Bridgette Outten is a journalist and media relations consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.

What is So Special About You?

For many reporters, whether you have a story comes down to one question: what is so special about you?

In other words, why would their readers, viewers or listeners be interested in what you're talking about?

If you cannot answer this question in a few sentences, you may need to rethink your pitch.

The moral of the story? Reporters cater to their audiences. You have to be able to show what about your story will inform, educate or benefit their audience.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism. 

Don't Burn the Publicity Bridge

Happy New Year!

Here's a toast to all of the great publicity you are seeking for your awesome nonprofit and/or your profitable business.

So in my first post of the year, I'm going to share an experience that I've had within the last couple of months.

I pitched to a reporter and they weren't interested in the story I was presenting -- at that moment. But the reporter assured me that it was an issue she was ware of and that she would keep us in mind.

The point of all? Sometimes it takes time for your story. You may not catch the reporter's attention or fit in their timeline the very second that your pitch. And that's OK.

Don't write the reporter off. Don't throw a fit or send a nasty email. Just wait for your time. If you have a good story and you are presenting it well, your time is coming.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how their programs and efforts in the news. Meanwhile, she blogs on all things journalism.